The rise of Bothism in marketing

The rise of Bothism in marketing
Nov 17 2020

When it comes to marketing, contradictions are good. As long as we can successfully employ Bothism, that is, and find a valid middle ground between extremes. At least, that was the message at this year’s David Ogilvy lecture in the UK, named after the highly influential pipe-smoking advertising tycoon and founder of the agency Ogilvy & Mather. 

It was a very apt theme to consider as Ogilvy’s colourful life itself was a series of wonderful surprises as he unwittingly gathered experience to launch his own advertising agency. Born in 1911, he was an Oxford University scholarship boy, chef at the Hotel Majestic in Paris, a door-to-door AGA salesman, British Intelligence researcher, farmer in Pennsylvania’s Amish country… Read more…

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Christmas – a challenging gift for marketers

Christmas Blog
Oct 8 2020

Have you seen him yet? In shop windows, on TV ads or billboards? The bearded fellow with an optimistic grin, rosy cheeks and a distinctive red and white suit? If not, it’s only a matter of time, as Christmas will come early this year with brands desperate to market their festive-season products using Father Christmas, the ultimate symbol of generosity. And sack-loads of spending. 

Choosing the right day to give Santa his debut this year will be a tricky call for marketers. Get a jump on the competition as fast as possible? Or, in the fall-out of a serious pandemic that has had an appalling affect on so many people’s lives, is that tasteless? Should they defer promoting the frivolity and financial pain of Christmas? Read more…

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Bursting the marketing bubble

Aug 27 2020

Covid 19 and Greenhouse Gas Greta. Black Lives Matter and #MeToo. Digital disruption in general and the next unseen global shockwave. The world around us is changing faster and faster. And it’s mesmerising. All of us in marketing talk so much about our beloved brands that we can begin to believe the content and hype we have created. That we’ve got everything just right. But not any more.  Read more…

Paragon named to PRNews 2020 Agency Elite Top 100 List

Aug 18 2020

NEW YORK – August 18, 2020 – Paragon Public Relations (“Paragon”), an award-winning full-service communications firm, has been named to PRNews’ 2020 Agency Elite Top 100 List, which recognizes the top PR, communications and marketing firms in the United States. Read more…

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The Olympics Games 2020 – a content marketing marathon

Ben Webb Blog
Jul 27 2020

Ready. Set. Market. You may not have heard it but on July 23, exactly one year before the start of the postponed 2020 Tokyo Olympic Games, the pistol was fired to start one of the world’s top marketing races. It may be a seriously false start caused by the COVID19-based lockdown, but the quest for communications gold will perhaps be keener than ever. Read more…

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What matters… in black and white

What matters... in black and white
Jun 15 2020

Tweeting about serious issues like racism is easy. Creating content that positions a brand as ethical is also a (socially distanced) walk in the park. But making a real difference – the sort of difference that influences people’s day-to-day lives – is much harder. In the light of the George Floyd protests, it will be interesting to see whether or not brands follow up their social media excitement with real action. Read more…

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Marketing is a simple game… if you spot the next Michael Jordan

Michael Jordan Blog
May 14 2020

In 1996, I interviewed Michael Jordan in the changing room at the San Antonio Alamodome as he prepared for the All-Star game. It did not feel like an interview with a normal human being. An audience with the Pope springs to mind, or some other deity with wings (those Nikes) and an unworldly hang-time.

At the time, “His Airness”, who had recently returned to the Chicago Bulls following a sabbatical spent swinging a baseball bat, was apparently the most famous person in the world. And every single journalist in San Antonio wanted a piece of him. Just one word. The word of MJ… Nike must have loved it. Read more…

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Don’t let marketing budgets catch a cold!

Ben Webb Blog
Apr 28 2020

It’s quiet on the local high street. Too damned quiet. The cash tills of the world’s greatest shopping streets – Oxford Street in London, Fifth Avenue in New York and Corso Vittorio Emanuele II in Milan – are eerily silent. Even the peep of approved contactless cards is a memory. It’s as though the credits are about to roll on the latest Zombie Apocalypse Netflix stream-buster… Read more…

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How to Stay Creative at Home

Key tips on how to stay creative at home
Apr 7 2020

Learn how to stay creative at home with these key tips:

At first, staying home seemed like a novelty. The lack of commuting felt refreshing until you realized everyone was home, everyday… just…like…you. It’s easy to get caught up in the anxiety but maintaining good habits, taking tech breaks, and moving slightly more than just across the room, will help you survive the quarantine.

Read more…

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What does the coronavirus mean for Corona beer? 

Corona Beer
Mar 23 2020

It’s never tasted quite so good. In fact, it’s never tasted good at all except when it has a slice of zingy lime squeezed into the top of the bottle. A Corona beer, that is. In the pub, my friend Dave, who wouldn’t normally touch the drink with a barge pole, was guzzling his down with gusto. We bought it because, well, the word Corona was everywhere. Sales crisis? What crisis? Read more…

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