In the CEO Afterlife

SEPTEMBER 3, 2012

Having come out of a consumer goods background, I’ve seen many a case of cuts to the advertising budget. I think there is a case to be made when a campaign isn’t working – it is better to stop that advertising, stop putting good media money into bad creative and start working on something better. At best, they are managers.

Short-term 232

Short-term Long-term Advertising Hammer 232

Harvard Business Review

DECEMBER 30, 2016

But over the last two years, Daniela Simpson, the director of marketing, helped it achieve 15% revenue growth per year, which is seven times higher than category growth. This is in keeping with the Japanese proverb, “The nail that sticks out gets hammered down.” Consider the SweeTarts brand from Nestle USA.

Brand 10

Brand Hammer Advertising Budgeting 10

Harvard Business Review

MARCH 20, 2017

Home Run Media, a media agency that helped its clients plan and carry out their marketing strategies, had been operating for more than a decade when a key client in the fantasy sports industry began to grow rapidly, thanks in part to Home Run’s work and to a healthy dose of venture capital that was fueling its growth. Managing Cash.

Media 9

Media Hammer Software Company 9

Harvard Business Review

MARCH 23, 2011

Oregon's Attorney General John Kroger has introduced a bill that would strip the tax-deductible status from donations made to charities that spend less than 30% of their annual budget on services over the course of a three-year period. And the fact that charities will pay 90% in a competitive service market means the market will bear it.

Proposal 14

Proposal Telemarketing Hammer Report 14

Harvard Business Review

FEBRUARY 6, 2017

” He told me he regularly said no — to more staff, to bigger marketing budgets, to additional equipment. While this belief is true at times, it leads us to underuse our creativity and our determination to work with what we have. Without a larger marketing budget, sales will drop. “Say no!”

Creativity 8

Creativity Budgeting IPO Merchandising 8

Harvard Business Review

AUGUST 11, 2014

But for businesses seeking to market through social media channels  in real-time and with detailed reporting  native social ads represent a uniquely promising new frontier. Now we spend a significant portion of our marketing budget on paid social ads, drafting and placing hundreds every month in multiple languages.

Advertising 9

Advertising Media Audience Follow-up 9

Harvard Business Review

APRIL 27, 2015

Likewise, no matter how slick your company’s online idea market, it won’t yield many high-value ideas if your associates haven’t been taught to think like innovators. In our experience, it can take several months for a company to hammer out its defini­tion of innovation. Hiring and promoting for creativity.

Innovation 8

Innovation Company Engineering Supply Chain 8