Why are the most loyal customers the ones so easily abused by brands?
More Jan Gooding articles
If you are the incumbent CMO or strategic advisor, when and how do you call time on a strategy and start again?
The current model of non-payment at industry events excludes a huge number of voices and opinions, writes Jan Gooding as she calls for a sector-wide rethink.
The backlash against Audi for pulling its partnership with BBH into review is nonsense, writes Jan Gooding, as she explains why procurement is so valuable to clients.
It’s not easy saying sorry and explaining what led you to make a poor decision, writes Jan Gooding – but doing so is an act of strength rather than weakness.
Spending time and money questioning the brief means better defined objectives – and subsequently stronger execution and fewer marketplace regrets, writes Jan Gooding.
The wrong-headed belief that it is the brand, not the company, that must be ‘purposeful’ is leading to some very odd advertising.
Kicking off her new monthly column for Mediatel Newsline, Jan Gooding looks at ways the pitching process can be changed to the benefit of both clients and agencies.