by kathrynfitzwilliam | Jun 9, 2017 | Uncategorized
As marketers, we sweat through the research and mine the data to uncover nuggets of consumer insight. We work to craft an inspiring brief for the creative team to transform this insight into a compelling narrative that drives consumer interest, purchase and loyalty....
by kathrynfitzwilliam | Jun 9, 2017 | Uncategorized
When I worked in an agency, there were always a select few clients that all staff begged to work with. These clients would get the best and brightest that the agency had to offer. Since the agency team was inspired to be their best, these special client agency...
by kathrynfitzwilliam | Apr 13, 2017 | Uncategorized
I have always believed that the recipe for marketing genius is made up of one part science mixed with one part artistry. One ingredient cannot live without the other. The science of analytics is not enough. Artistry is necessary to effectively create and tell your...
by kathrynfitzwilliam | Mar 7, 2017 | Uncategorized
Remember when your Mom told you, “You must always keep your promises”? Well, the same is true for brands. Strong brands offer a “promise” or an expectation for consumers, which they consistently deliver. Jim Siegel captured this idea when he wrote,...
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