Blog Post by Mark Ritson
Mark Ritson9 min read
Marketers need to put creativity back in its place
Creativity will be lauded this week in Cannes, but it is just one of several drivers of ...
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Mark Ritson19 min read
Welcome to IMGFUCK: Seven steps to kicking your price-promotion addiction
Escaping dependence on price promotions is a tough challenge, but it’s achievable with ...
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Mark Ritson14 min read
Bud Light’s ad backlash shows the complexity of mass marketing
An endorsement by trans TikTok star Dylan Mulvaney promoted the beer’s inclusivity, but ...
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Mark Ritson6 min read
Brands’ biggest AI opportunity is in making customers believe the bullshit
Artificial intelligence is mostly a distraction from marketing fundamentals – unless you ...
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Mark Ritson8 min read
Even sophisticated mass marketers need targeting
Targeting is one of the biggest challenges most marketers now face. Not despite the ...
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Mark Ritson7 min read
Toblerone’s brand image won’t be hurt by losing the Matterhorn
Removing the famous Swiss mountain from its packaging won’t stop the chocolate brand ...
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Mark Ritson10 min read
Don’t listen to the industry sages, they’re not your ad’s target
Advertising professionals’ view of what makes a good ad is not only biased, it’s usually ...
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Mark Ritson14 min read
How Guinness became Britain’s most popular pint
Guinness is the rare example of a brand with solid foundations in its product and brand ...
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Mark Ritson18 min read
Brand-building ads boost short-term sales, and now you can prove it
Ten years since The Long and the Short of It was published, new evidence shows that while ...
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