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Transparency is a murky word (Radio Interview)

 

DIGITALORCHESTRA_TRANSPARENCY
Picture credit: Murky Fish by Joybot, Hong Kong Wetland Park

 

When you know you’ve got only a seven minute slot on the radio as the advertising industry insider one weekday evening, 610pm, do you plan what you’re going to say. Of course you do. And better, if you’ve got a chance you can prep the presenters as to what you think they will find interesting to talk about.

Here’s how it went recently. Forgive me if it’s a bit glib. But it’s not for an industry audience, it’s for the mass audience of Dubai commuters driving home.

We talk about disruption, personally identifiable information, relevant advertising, dynamic creative optimisation, industry collaboration, Interactive Advertising Bureau (IAB), bang for your buck, consumers are key let’s not forget that… and finally “transparency is a very murky word”.

Recorded in Feb 2017 on the Tim Elliott and Alex Hirschi Drive Live Show on DubaiEye1038.com

 

 

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Great Balls Of Fire … On The Radio

It was late in the afternoon and I could feel that it was going to be a long night ahead at the computer… and then I started to flick through my Linkedin and Facebook feeds. Damn.

I became engrossed with a theme across several posts instead of writing that big presentation. It was all those posts about the Samsung Galaxy Note 7 spontaneously combusting again.

galaxynote7
Photo thanks to @aaronhsl, driving past the big hoarding on Sheikh Zayed Road, (SZR), Dubai. “Gotta be coming down from SZR soon right? It’s not smoking yet at least.”

Then my phone rang. I felt I should ignore a number I didn’t know because there was so much work to be done. But I answered, and a super-familiar voice said, “Hi James, it’s Vasti.” I knew straightaway why she sounds like a friend: she’s on that radio show. “Would you be available to come on the show again tomorrow morning and talk about…” Yes, the Samsung brand debacle.

So I did. Have a listen, it’s just ten minutes.

Continue reading “Great Balls Of Fire … On The Radio” →

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DubaiEye103.8 FM: The “Happy Birthday, Mike!” approach to advertising

HBD-Mike2Happy Birthday, Mike. That’s how we opened the conversation on the Industry Insider segment on Drive Live on Sunday 29 May on DubaiEye103.8 FM.

Many have been ranting of late about the demise of mass marketing and how it’s a good thing. You know, where you think broadcasting your message on mass media will promote awareness to a wide audience. Of course, it’s a waste of money since when you try to talk to everyone, you’re likely to be relevant to no-one.

Well, I stumbled upon the apparently-well-known “Happy Birthday, Mike!” approach. Am sure you’ve heard about it in one guise or another:

This man walks up to you in the shopping mall. He looks like a good bloke, dressed a bit like the way your best friends dress when they are trying to impress. He comes up to you, like he knows you from way-back and you rack your brains trying to think how you know this guy. Imagine if he’s going to come up to you and say “Hey, James (or, rather, insert your name here!), it’s been ages, remember when…” and suddenly you do remember. Only this man doesn’t say that. He has all the same mannerisms but he says to you “Happy Birthday, Mike!”. Well (for the sake of this story) it’s not your birthday. And you’re not called Mike.

How do you feel about this man now? Well, I’d feel confused or perhaps suspicious he’s trying to flog me some product or service. Or maybe even steal my wallet.

And that’s the problem today. Brands are now spraying and praying Continue reading “DubaiEye103.8 FM: The “Happy Birthday, Mike!” approach to advertising” →

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