|Institution||:||School of Business Leadership|
|Location||:||Pretoria, South Africa|
An allegedly mentally deranged man walked into a Lindt store in downtown Sydney on Monday 15 December, and took the patrons hostage. The man happened to be Muslim...
By Walter Pike 17 Dec 2014 09:34
Although he's spent many years in advertising, Walter Pike doesn't attend ad industry events as frequently as he did before. Here he shares insights from the NAB bites event earlier this year...
By Walter Pike 15 Dec 2014 06:00
All election campaign managers know the importance of targeting the swing voters. The theory is that in any campaign, there's a group of voters who will support one political party or another no matter what...
By Walter Pike 10 Dec 2014 11:00
Quite honestly I am not going to go down the road of criticising FNB for getting involved in either politics or religion with its "You Can Help" campaign. Although on that subject I have to point out that as a global megatrend there is a strong argument that says that corporates need to involve themselves with social issues. Ask Starbucks what it feels to be on the receiving end of not doing so.
By Walter Pike 1 Feb 2013 06:55
General Motors (GM), the third biggest advertising spender in the US, has announced that it would no longer be allocating any budget to Facebook advertising because paid ads on the site have little impact on consumers' car purchases, according to a GM official. This news has had the web buzzing with wildly differing views. Here's my take.
By Walter Pike 16 May 2012 16:47
I have a slide in my deck which I often pull out when I want to talk about how advertising has lost much of its power. It's a research-based index of the trustworthiness of various professions. There is no surprise that, at the bottom of list, taking pride of place as the least trustworthy of all professions are politicians. Second from the bottom are advertising specialists...
By Walter Pike 28 Feb 2012 11:29
I was speaking at an event on Thursday afternoon, 23 February 2012, about the changing media landscape and the inability of companies to control the conversation, the need to listen and understand the discussion and what is happening in the community, and rather the need to facilitate the discussion. Afterwards, I checked my Twitter stream - and saw the start of the Standard Bank/FNB firestorm. It was almost as if they had done it to help me make my point.
By Walter Pike 24 Feb 2012 10:34
In 2012, things will stay the same. Everyone still believes that marketing has not changed and that social is a channel. Yes they are starting to understand how important channel is but they have not and will not grasp just how much.
By Walter Pike 20 Jan 2012 14:18
South African corporates are in the process of getting to grips with social media and what it really means and how to make it work. The biggest of all the disinformation in the market is that it's merely another channel and the principles of marketing stay the same. The truth is that it's nothing like what has been understood as marketing.
By Walter Pike 9 Nov 2011 14:15
If you visit apple.com today, Thursday, 6 October 2011, you will be greeted with a black and white picture with the title "Steve Jobs (1955 -2011)" - a simple elegant tribute to a legend, a master marketer who understood that the brand is built by the customers' experience and by what they tell their friends. He also understood how to look at the world and totally disregard the status quo and reinvent it afresh.
By Walter Pike 6 Oct 2011 13:24
Nando's is a master at opportunistic advertising, frequently managing to take advantage of the buzz in the market and turning the conversation to be about itself. The late 2010 campaign poking fun at Cell C was excellent, as was Cell C's way of dealing with it, and it had the opportunity to kick on from here with a proper new marketing campaign - but it has blown it. [video]
By Walter Pike 13 Jun 2011 11:15
Once upon a time when I was the client services director at an ad agency in Cape Town I advised a client to reallocate the bulk of his advertising budget to solve the problem because as I said to him - "there is no advertising solution to this - we'll spend your ad budget next financial year".
By Walter Pike 19 Apr 2011 10:21
2010 was the year that the penny indeed dropped. It was the year that the leading brands and marketing thinkers realised that the marketing environment was no longer the same; that the dynamics had changed. Consequently, I believe 2011 is going to be the rush for digital skills.
By Walter Pike 20 Jan 2011 14:35
Can you imagine the scene? Nando's marketing team, agency, digital team and PR trying to work out the best time to release the Nando's CEO parody campaign. Phone calls to lawyers working out the possible action should Cell C respond, as could reasonably be expected, with a court interdict.
By Walter Pike 8 Dec 2010 09:32
I love the Nando's CEO campaign, but it's still an old school advertising campaign in the 'interrupting the viewer' model. There is no doubt that it's witty and clever and it uses multiple channels effectively, but I'm not convinced that it will retain appeal after the initial reaction from viewers.
By Walter Pike 30 Nov 2010 11:33
The industrialised model of advertising isn't working as well as it once did. For many years brands were built by creating performance and emotional associations with the brand in the minds of customers primarily with the weight of advertising. Share of mind was created by share of voice (ad spend), and this equated to share of market.
By Walter Pike 25 Jun 2010 08:16
The traditional marketing industry is based on two key assumptions. Consumers are ignorant and believe what they are told. Without this advertising can't work nearly, not nearly, as well. Yet we have seen internationally that both those assumptions have proven to be false. 2010 could well be the year the penny drops, but probably not completely.
By Walter Pike 14 Jan 2010 13:11
Trends in marketing in 2009 will be driven by the worldwide economic crunch, technology and the election campaign of Barack Obama to become the president of the United States of America - and not only because of the political impact of that but because it provides a dramatic example of how a no-hoper, a junior senator, can make it to the White House using modern marketing methods.
By Walter Pike 20 Jan 2009 12:54