Why Great Creative Matters: The World’s Shortest Speech
The late Mike Moser was one of the finest creative leaders of the last thirty years. After a decade at Chiat Day, he helped start Goldberg Moser O’Neil, a high-flying 1990’s agency in San Francisco. He won multiple Clios and Cannes Lions. And he wrote a wonderful (now out of print) book United We Brand: […]
Jim Stengel and Steve Boehler Discuss the Famous P&G “If I Were a Brand Manager Today” Speech
Written by Steve Boehler with Special Guest Jim Stengel Yesterday we shared the text of the famous P&G “if I were a brand manager today” speech. The speech was delivered many times in the 1980s by Procter & Gamble’s Tom Laco and is one of the most famous marketing speeches in history. Jim Stengel and I […]
The Famous P&G “If I Were a Brand Manager Today” Speech
Procter & Gamble’s Tom Laco – at the time an EVP running the global marketer’s US business – gave one of the most famous marketing speeches in history in 1981. He called it “If I were a brand manager today” and in the speech, Tom laid out, in very practical terms, the keys to P&G’s […]
CMO & Agency Leader Guide to Consumer Behavior, Part 2: Creating Better Consumer-Centric Efforts
Last week we discussed a model that helps us to understand consumer behavior. You may recall our conclusion that consumer behavior makes sense and that consumers: Try to avoid making the same decision twice Establish a general set of beliefs and apply those beliefs liberally Avoid re-thinking all but the most pressing decisions This week we’ll […]
CMO & Agency Leader Guide to Consumer Behavior
How can we begin to understand a topic as complex as consumers and consumerbehavior? Years ago I was lucky to have worked with Jim Bangel, a distinguished product scientist at Procter & Gamble. Jim thought deeply about consumers and consumer behavior. He was constantly experimenting with and researching their choices and motivations. The following ideas sprang […]
7 Questions Marketers and Agency Leaders Can Use to Turn Their People Into Problem Solvers
Do your people and teams bring you problems, but no solutions? We often hear from CMOs and senior agency executives that their people don’t come prepared with recommended solutions, and when it does happen, they pass the buck for them to solve, think of a solution to execute, or for on-the-spot training. Unfortunately, most leaders […]
What Marketers and Agency Execs Can Learn from Marvel
The Marvel Cinematic Universe is enjoying an incredible run of success. An astounding nine of the films are in the top 25 in all-time box office revenue. All nine surpassed $1 billion at the box office. The number one film of all time – Avengers: Endgame – grossed an amazing $2.8 billion. It wasn’t always […]
20 Truths for Marketers and Agency Leaders
Over the years we’ve seen a lot, learned a lot, and developed some philosophies on what works when it comes to marketing, agency, and business leadership. Much of this learning has come from working with great people and great companies. The following is a list of 20 tips, themes, and truths we’ve observed over the […]
DiGo Agency’s Mark DiMassimo on How CMOs and Agencies Can Succeed Together
Written by Stephen Boehler with special guest Mark DiMassimo My friend Mark DiMassimo is a bit of a unicorn: nice, thoughtful, creative, strategic, caring… the adjectives go on and on. Mark is the founder of independent creative agency DiMassimo Goldstein, and has an incredible track record of success over the past twenty years. He’s a […]
Servant Leadership for CEOs and CMOs, With Cheryl Bachelder
Written by Stephen Boehler with special guest Cheryl Bachelder Over the years we’ve been lucky to have worked with a handful of fine servant leaders. Some companies – and their workforces – are blessed to have leaders focused on helping their teams succeed; most are not. Howard Behar’s It’s Not About The Coffee philosophies helped […]