Smart thinking archive
Feature articles
| Valuing creativity Evidence suggests that this business asset is vital in driving forward a brand's commercial success |
18 May 2012 |
| 'Make it Better '– the Gained Momentum from a Strong Campaign A successful campaign doesn't simply say that a brand is well championed. It's an essential in getting increasingly effective drugs prescribed, and the next generation through the pipeline |
16 May 2012 |
| Burden of proof The manifestation of responsible capitalism amidst a mini technological revolution and the most serious economic challenge for half a century – how are factors like these affecting how your products are received? |
03 May 2012 |
| Calling the Tune? It was the day Phil Bartlett learnt to step off the podium, to put the batten down and allow others to think through the challenges… |
23 Apr 2012 |
| Dissecting the anatomy of your brand Build a sustainable – and profitable – future for an established brand. The basics of brand development will put you on the right tracks… |
13 Apr 2012 |
Instant experts
| Anatomy of your brand In his feature Dissecting the anatomy of your brand at TheDirectoryLiVE.com Kevin talks about ways to add value to your product. Now apply that thinking… |
13 Apr 2012 |
| 7 steps to (briefing) heaven Don't let your campaign get off to a false start. These seven steps will help you write a creative brief with clarity. |
25 Nov 2011 |
| Create a brief that delivers Eight important steps to ensure you produce a brief for your agency that contains all the important elements. Plus, your Instant Expert quick checklist to keep you on track. |
19 Sep 2011 |
| Get the research model right Read the three golden rules that can enhance your campaign’s research model. Written by a leading planning expert, turn now to this valuable, quick-glance advice on the use of methodologies. |
19 Sep 2011 |
| Boost your digital marketing strategy Make every bit of your digital budget work hard for your brand. Find out how, and then complete a quick, four-step audit. It could pay dividends for you. |
19 Sep 2011 |
Thought Leaders
| Strategic planning - it’s not rocket science… … but maximising opportunities does demand new concepts and ideas |
19 Mar 2012 |
| Miracles and mistakes in strategic planning What happens when we allow conscious thought and experience to cloud our thinking? |
06 Mar 2012 |
| Learn to speak French To avoid disappearing down a blind alley we must follow the inquisitorial French |
21 Feb 2012 |
| Why is it so difficult to get strategic planning right? Strategy is about making choices where the end game is front of mind from the start |
26 Jan 2012 |
| Braving uncharted waters Low risk ways for pharmaceutical companies to keep a toe-hold in social media do exist |
12 Jan 2012 |
Euro'vision
| The (r)evolution of the digital agency It seems every ‘traditional’ agency has had to have one – if only by association or acquisition. But rather than the ‘interactive agency’ ruling the world, Max Jackson sees something of a sea change… |
01 May 2012 |
| Open dialogue and the industry – an unpalatable reality With the closing of Janssen’s Psoriasis 360 Facebook page – Max explains why he believes that the social interaction websites are unsuited to prescription-only products. Add your comment, to say what you think. |
02 Apr 2012 |
| Online disease management – white knight or white elephant? Online disease management and compliance tools are proliferating at a steady rate on the web. Everyone is investing heavily – but where is it all getting us, or indeed the online users? |
28 Feb 2012 |
| Data goes into overdrive Suddenly – data might be getting a whole lot more complicated… Access to your data is big business – enough to have driven up the value of Facebook phenomenally. A recently published EU proposal may set out to protect your privacy, but there’s a twist in the tale. |
01 Feb 2012 |
| Life’s a Pitch!! Our Spanish agency made 70 face-to-face pitches last year. So, are economical constraints pushing pharma marketers and their procurement colleagues to adopt an approach to tendering work that’s counterproductive? |
19 Jan 2012 |