The One & Only is a regular blog by leading New Zealand maketing communications expert and media brand developer David MacGreg..
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The commoditisation of advertising and the rise of social media
Published on 2010-08-08 23:47:00
How the dynamics of media economics was turned on its head and how thinking and planning must become the most valuable assets in marketing communications.The world of marketing communications has dramatically changed in the past few years. You will be familiar with the statistics that are frequently exercised to demonstrate the rise of social media. If Facebook accounts were national population then it would be the third most populous on the planet – succumbing only to China and India. More th
Food Fight!
Published on 2010-08-01 23:35:00
The recent release of the new standards relating to advertising food to children has led to a flurry of praise from stakeholders in the food industry who have a burning desire to be seen as responsible – processed food manufacturers like McDonalds and the advertising agencies that present their stories to the populace.On the other side of the debate are ginger groups who feel the new standards do not go far enough to address issues relating to the effect of advertising on the consumption behav
If you don't stand for something…you'll fall for anything
Published on 2010-07-29 22:17:00
Click to enlargeIn the early-mid 90's I had a business partner, Paul Jeffreys. If you knew him you probably knew him as Squeeze.Our eponymous ad agency started out, as so many did - as just him and me rattling around in our office plotting world domination.Our office was only slightly less furnished than our bank account, but that is a story for another time.I came across the last remnant of our association…a business card. The back page contained our motto.I think it has held up well.I wrote
