James Hurman

@danikarevell I’ll give you a copy for free if you want to stop by our studio :-)

Anywhere I can grab a copy of your book today in Tāmaki Makaurau? I can only see it online/overseas 😱 @jameshurman

@markpollard 8. Previously Unavailable :-)

Where do strategists go after they leave advertising agencies and a career that I think averages at about ten years' long (inside an agency)? 1. Freelance, consult 2. Stay in professional services 3. Go client-side 4. Become a psychologist 5. Teach 6. Coach 7. Launch a start-up

@Robertc1970 @theodoreerasmus @ajwillshire @keerti_007 @LeShann Yep. I guess my way is to try to help clients get some of the basics in place that make them feel secure enough to liberate creativity.

@jameshurman @theodoreerasmus @ajwillshire @keerti_007 @LeShann Or worse. We promote the fear of failing rather than liberating which drives complicity. On this last point you’re very good at not doing that. But you know the instructions and individuals who are.

'fuels a perception that Ehrenberg-Bass’ priority is not to support our profession in reaching a higher plane of understanding – it’s to confound us, to sow distrust, to win and to make sure others lose in the process,' mi-3.com.au/10-07-2023/its…

@Dollywaggon @shaneoleary1 Jason what are the competing theories? Everyone's research leads to the same theories. The argument is over who did the most scientific work to reach the same conclusion as everyone else.

There’s nothing wrong with having a dog in the commercial fight. What I’m not so keen on is the idea of there being enough room for everyone to have their own ideas - that’s nihilistic. What we should be striving for is fair competition between competing theories and explanations of marketing, with only the best prevailing.

@Dollywaggon @shaneoleary1 Not sure if you read the article Jason - I was pretty clear that the work of EBI is very good - just incomplete.

@shaneoleary1 The mi-3 piece left me with the impression that vested commercial interests in the ad effectiveness field are beginning to feel some competitive intellectual heat from the EBI’s rigorous work. I didn’t read anything here that falsified core EBI hypotheses.

@shaneoleary1 EBI are climate change deniers? Now that would be ironic!

As an aside, I wonder is it a coincidence that James references climate change denial in the piece...👀

@Dollywaggon @shaneoleary1 Jason I'm interested in whether you'd say the same about EBI's 95/5 rule?

I understand your point - I’m an ex-CMO and run my own business today. So far as I’m aware EBI tends to argue against marketing axioms and heuristics that are essentially unfalsifiable (like the 60/40 rule) ie you can’t test something that can’t be tested and generalised. From a scientific perspective, relying on unfalsifiable rules of thumb isn’t much different from putting one’s faith in leeches and the placebo effect in a medical context.

@ajwillshire @LeShann @shaneoleary1 Andrew I'm interested to know whether you'd say the same about 95/5?

@LeShann @shaneoleary1 The problem is (as I think they've said) is that doing a statistically robust test of something like 60/40 is near impossible. It should be incumbent on those forwarding a theory to present robust evidence.

@theodoreerasmus @Robertc1970 @ajwillshire @keerti_007 @LeShann No need to apologise! For the record I don't want anyone to think what I write is 'the only right'. I'm just trying to be helpful where I can and create a bit more space for brand thinking and creativity.

@Kristian_Foged @danbarker Thanks Kristian and you’re right - it’s about a shift in centricity, not turning off performance.

@danbarker It's a funny and witty reply, bit it's not really a debunking at all - OP said "from performance-CENTRIC to brand-centric". Focusing on one doesn't mean turning off the tap entirely on the other. AirBnB's CFO is the original one to make OP's point marketingweek.com/airbnb-cfo-per…

You have to be very sceptical of educational content on LinkedIn. Here is a great example, where the original post has 5,000 likes, only to be completely debunked by a quick reply from a clever commenter. Worth reading if you are interested in marketing in some way.

@Robertc1970 @theodoreerasmus @ajwillshire @keerti_007 @LeShann Rob all the non-EBI folks , me included, acknowledge that there are lots of ways and lots of outliers to the general themes. Our point is more that it’s useful to have some understanding of what’s usually true. Know the rules to break them etc.

@theodoreerasmus @ajwillshire @keerti_007 @LeShann He’s doing exactly the same thing as the person he’s accusing. Again, very smart - but operates with commercial self interest. We all do, but the lack of acknowledgement of other ways is frustrating - preferring to either deny or destroy and ultimate drive parity approaches.

@chriscablex @BinetLes Unsurprising but still disappointing. They should be nailing the practical application if their model includes charging for the practical application.

@BinetLes Sad to see - the Dark Lord of rAdelaide 😂 Reminds me of when we tried to use EBI @ Diageo US for anything other than principles/teaching (ie: real, nuanced portfolio allocation stuff) they danced around questions and just wanted to do BCG style consulting projects for +$$$$ 🤷‍♂️

@opento @BinetLes @liseymacd That’s a good question. As is have they ever made an ad, worked in a marketing dept, worked in an agency or experienced any of the realities of marketing in practice. EBI’s work is valuable but it’s better when it’s combined with the work of those who have been at the coalface.

@BinetLes Thank you, Les. This macho/bro culture from some is both unwelcome and unproductive. Behind the scenes, EBI clients have become less cult-like in the last year or two - though not in public. They're asking: has any EBI client successfully launched a new brand? @liseymacd

@paulmarkbailey @sdharwood80 @keerti_007 @mightybarnski @profgalloway @BinetLes Thanks @paulmarkbailey!

@keerti_007 @paulmarkbailey @sdharwood80 @mightybarnski @profgalloway @BinetLes Sure was... previously.co/projects/the-p…

@thatrussellguy @ProfByron @adamferrier @BinetLes @janthonylong Yes generally. In my experience there are some categories where lifecycle is still important eg meal kit subscription where not nurturing existing customers has a demonstrable negative effect on revenue. But that should never be at the exclusion of building brand / MA.

I believe mental availability trumps lifecycle marketing. @ProfByron @adamferrier @BinetLes @jameshurman @janthonylong … Am I right or wrong?

@NZNationalParty Just a tip from someone younger - you speak into the bottom of the phone but you look into the top of the phone where the little circle is.

This is how much Labour values your money...

- Peloton (home fitness): –$2.83b - Robinhood (stock trading): –$1.03b - Pinterest (social network): –$96mm - Snap (social network): –$1.43b It's long been known that while performance marketing drives revenue growth, it's brand marketing that drives profitability.

For example - and these are mostly huge category-defining leaders like Airbnb... - Doordash (food delivery): –$1.36b - Uber (ridesharing): –$9.14b - Roblox (online gaming): –$924mm - Coinbase (crypto exchange): –$2.62b - Rivian (electric vehicles): –$6.75b

@FlyAirNZ is it okay with you that my wife has been on hold for more than 3 hours? Is there not some way of letting customers know you’re so understaffed that they should try you some other time?