Content from our thought leader

Will Harris

Former O2, Nokia and Tory marketer, columnist Will Harris has a wide-reaching view of the marketing ecosystem.

Lights, theatre and magic: how to do Christmas 365

Lights, theatre and magic: how to do Christmas 365

The best high-street retailers have planned for December all year and will use imagination to lure back online shoppers, hopes Will Harris.

What will marketing look like in a post-recession world?

What will marketing look like in a post-recession world?

The recession brought ROI into sharp focus, but as the economy recovers, let's get creative, writes Will Harris

'The Diagrams Book' by Kevin Duncan

'The Diagrams Book' by Kevin Duncan

Marketer Will Harris reviews "The Diagrams Book" by Kevin Duncan.

Why marketers must stop confusing price with value

Why marketers must stop confusing price with value

Forget about the price tag, it's what it's worth to you, writes Will Harris

Switch off, get away from it all, and stop reading Marketing on your holiday

Switch off, get away from it all, and stop reading Marketing on your holiday

Travelling abroad gives us the chance to recharge our creative batteries by using the free resources that surround us to adjust our preconceptions and expectations of brands, writes Will Harris.

Marketing, but not as we know it

Marketing, but not as we know it

Marketers can learn a lot from how countries are rebranding, writes Will Harris.

'Salt, Sugar, Fat: How the Food Giants Hooked Us' by Michael Moss

'Salt, Sugar, Fat: How the Food Giants Hooked Us' by Michael Moss

Marketer Will Harris reviews 'Salt, Sugar, Fat: How the Food Giants Hooked Us'.

Everything is marketing

Everything is marketing

Marketer Will Harris argues that marketing has become the benevolent home for business problems that don't fit anywhere else.

Will Harris: How to make your boss like Facebook

Will Harris: How to make your boss like Facebook

Working for a chief executive that hates Facebook is a tricky situation, but clever communications management can tackle the problem, writes Will Harris.

Will Harris: Get a grip on your brand's numbers

Will Harris: Get a grip on your brand's numbers

Asking data analytics people to work out what the numbers actually mean is perilous, because they tend to have no practical connection to the real world.

Will Harris: the rise of the combined sales and marketing director role

Will Harris: the rise of the combined sales and marketing director role

The role of the marketing director is changing, as the business of marketing is changing, so practitioners must let go of their preconceptions and attachment to job titles, and adapt to survive.

Will Harris: Get the agency set-up you always yearned for

Will Harris: Get the agency set-up you always yearned for

When your struggling agency suddenly acknowledges that your business is its most attractive asset to potential buyers, it's time to bring your wishlist to the negotiating table.

Marketing guru: Great planning will be vital in 'empty' 2013

Marketing guru: Great planning will be vital in 'empty' 2013

'Unlucky' 2013 will be a battle of the planners, particularly in categories that have gone a bit stale, such as furniture retailing.

What should older marketers do when their digital whizzkid colleagues upstage them?

What should older marketers do when their digital whizzkid colleagues upstage them?

A young digital native regularly upstages their older marketing boss. Trouble is, the CEO has taken a shine to this digi-kid and believes in everything they suggest, good or otherwise. What should the marketer do? Marketing's Guru Will Harris suggests a sting operation...

Marketing guru: The folly of global TV ads

Marketing guru: The folly of global TV ads

Global advertising campaigns may be popular with finance directors seeking to save money, writes Will Harris, but they fall flat at the point of broadcast

Marketing Guru: What happens when my boss has ad expectations that can never be met?

Marketing Guru: What happens when my boss has ad expectations that can never be met?

John Lewis' ads seem to win every award going, but what should you do if your boss has unrealistic hopes of matching that success?

Marketing guru: What if my overseas boss doesn't understand the UK market?

Marketing guru: What if my overseas boss doesn't understand the UK market?

Applying global brands 'with a trowel' in different markets is outdated, writes Will Harris, but what do you do if your foreign boss doesn't 'get' UK consumers?

Marketing guru: 'Consider restructuring into Foresight, Activation and Hindsight teams'

Marketing guru: 'Consider restructuring into Foresight, Activation and Hindsight teams'

A rebrand of your customer insight division, coupled with a minor reorganisation, can go a long way toward making your leadership look dynamic and contemporary, writes Will Harris.

Marketing Guru on... why meaningless brand surveys do not matter

Marketing Guru on... why meaningless brand surveys do not matter

The heyday of the meaningless survey is over, writes Will Harris, so it's time for marketers to convince their chief executives that there are more meaningful ways for brands to gain publicity.

Marketing Guru on... getting your brand metrics spot on

Marketing Guru on... getting your brand metrics spot on

The selection of metrics can cause headaches for marketers, and even distract them from the purpose of their job, writes Will Harris. Yet choose carefully, and they can bring clarity to both brand and business.

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