Tag Archives: strategy

Jun5

A Case Study: Unlearning

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Ogilvy CommonHealth Creative team’s associate copywriter, Uchechi Iroha, explores the concept of unlearning and the importance of making mistakes.

Posted in advertising, behavior change, Creativity, Education, Experiment, Great Ideas, Innovate, leadership, Learning, Marketing, Mistakes, Personal Reflections, Self-monitoring, Unlearning | Also tagged , , , , , , , | Comments closed
Jun18

How To Milk a Horse

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It’s not very often I find myself marveling at a brand’s attempt to “co-opt” an opportunity or marketing “tie-in” to generate awareness and grow their brand. But I’ve really got to give it to GSK and their brilliant tie-in to California Chrome and the Belmont Stakes. They did not horse around and brilliantly seized the […]

Posted in advertising, Brand Awareness, Branding, Marketing, Partnerships, Personal Reflections, Public Relations | Also tagged , , , | Comments closed
Jan21

Marketing Performance Mis-measurement: Mistaking Strategy for Objective

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If you ever wondered why your monthly campaign tracker or reports show stellar results but your brand is underperforming in the marketplace, you may be measuring (and celebrating) the wrong leading metrics. You may be mistaking strategy for outcomes, thus celebrating the wrong “successes.” This piece elaborates on this measurement error and provides suggestions for […]

Posted in Analytics, Data, Healthcare Communications, Research, Statistics, Strategy | Also tagged , , , , | Comments closed
Nov26

Taking Leadership Lessons From the Queen

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I’ve always been intrigued with historical perspective and, in particular, the long-established monarchy that is still firmly entrenched throughout much of Europe. So it was no surprise that I found myself unable to put down the book Elizabeth I CEO: Strategic Lessons From the Leader Who Built an Empire, which chronicles Elizabeth’s long reign and […]

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Jun5

Falling Into Planning and Landing in Medical School

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Would you ever think that a career in planning could end with medical school? Well now you know it can! I started working at Ogilvy Heatlhworld as a Science and Research Specialist within the Planning Department approximately four and a half years ago, right after completing my Masters of Public Health degree from Columbia University. […]

Posted in agency life, Education, Healthcare Communications, Learning, Planning, Science, Strategy | Also tagged , , , , | Comments closed
May10

When Marketing is a Higher Calling

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I am not involved in marketing religious products, and trust me when I say that there is no divine intervention lending a hand as I write this. Instead, my higher calling is to market therapies and diagnostics in cancer, HIV and other difficult-to-treat disease states. What drives a desire to market drugs in these disease […]

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Apr9

Painting by Numbers: Using Enterprise-wide Analytics to Guide Marketing Strategy

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Today, analytics is playing an ever-expanding role in developing marketing strategy as clients have become aware of the importance of data in guiding campaign decisions. Like the Paint by Numbers crafts of our childhood, marketers can use stats and data points to guide the creative marketing process, resulting in a more predictable end-product. However, according […]

Posted in Analytics, Clients, Data, Healthcare Communications, Planning, Statistics, Strategy | Also tagged , , , , , , | Comments closed
Dec20

7 Ways We Could Change Our Approach…and Transform Our Business

We come to the office ready to produce the best work of our lives. And while we may want to collaborate seamlessly, get clear and rational client direction, and work with timelines and budgets geared to a profound solution rather than a temporary fix—this is not the world we live in. So, we’ve all known […]

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May1

The Most Powerful Word in a Strategist’s Vocabulary: NO!

In the simplest of terms, strategy is about choices. And with choice comes the difficult task of saying no.  The converse is much easier. Saying yes, as a consensus builder, helps makes the process easier. But the result is often tragically deficient in both focus and execution. So next time you’re faced with choices, you […]

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