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Content marketing:  golden boot or own goal?

Content marketing: golden boot or own goal?

As an Arsenal fan, watching Arsene Wenger’s charges plot their way to the perfect goal can be a tiresome experience. The mind can easily wander. Perhaps to one of the electronic pitchside ads which are intruding so brazenly on our beautiful game. There’s Europcar inviting us to visit Europcar Sport. Now immediately I’m sceptical. This […]

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Content marketing:  golden boot or own goal?
By
Conor Horgan
Posted
Mar 8th, 2016
A journalist scorned

A journalist scorned

Safe to say, Henry Gomez has had better weeks. Annoyed at how Financial Times colour writer Lucy Kellaway had ridiculed his CEO’s words of wisdom at Davos last month, the communications chief at Hewlett Packard Enterprise put pen to paper, expressing his dissatisfaction at such treatment of an esteemed business leader. He concluded with a […]

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A journalist scorned
By
Conor Horgan
Posted
Feb 11th, 2016

An industry that just can’t say no

  (Watch first, then read on …) It’s not comparing like with like, but there’s an underlying sentiment in this engaging piece that will resonate with most people in the creative industries. The same sentiment that steers lots of us clear of the dreaded tender process which demands creativity be handed over upfront, for free, […]

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An industry that just can’t say no
By
Conor Horgan
Posted
Feb 4th, 2016
Brushing big shoulders at Websummit

Brushing big shoulders at Websummit

If you were ever asked to be Master of Ceremonies at a business conference, the following might count as a dream line-up:  Amazon, Forbes, CBS, Wall Street Journal, Andressen Horowitz, Washington Post, The Onion and the BBC. So it was great to be invited to MC the final marketing session at this year’s Websummit in […]

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Brushing big shoulders at Websummit
By
Conor Horgan
Posted
Nov 5th, 2015

Advertising as entertainment … roll up, roll up

We’re forever hearing that the future of TV advertising is as entertainment. Personal video recorders means no one is watching ads, and the only hope of countering this ‘ad avoidance’ is by making your ad as good as the programmes that it punctuates. That’s all very well, but what about the ads around yours? Just […]

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Advertising as entertainment … roll up, roll up
By
Conor Horgan
Posted
Jul 14th, 2015