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Newsletter- September 2012

…and predicting future ROI through marketing mix modeling To register attendance for the event please go to Eventbrite. All ticket sales donated to UNICEF.   Beware the production consultant! So…

Newsletter- May 2013

…in to restructure and improve the marketing process. The interesting observation was that rather then customising the structure and process to the team’s strategic requirements, the management firm had a…

Newsletter 22 May 2019

the same way we can apply a framework to an agency roster model. In the heart of the model is the CBD where the brand team and the valuable brand…

Budget Setting and Performance Metrics

(How to set the marketing budget you’ll need to deliver your performance objectives) How are your budgets set? Top down? Or bottom up? Are you using Zero Based Budgeting? The

The Costanza maneuver for strategy versus objective

to tell the two apart. My friend Shawn Callahan calls it the Costanza Maneuver Remember Seinfeld’s George Costanza? When George did the opposite he became a success. Likewise take your…