Paul Ashby - Articles

 (613)

Paul pioneered the use of interaction to the advertising and Marketing community some twenty-five years ago. He has produced interactive "Events" in Australia, USA, UK, Japan and Singapore. He produced the worlds first regularly scheduled interactive gameshow on Channel 7 in Manilla, Philippines.

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Fighting Hard to Remain Very Mediocre!
And never, repeat…never, get down to serious discussion about what advertising and marketing is, or ought to be. That of successfully communicating messages. Reading them is almost as bad as reading the worst of the TV Listings magazines. Many of the writers simply love to talk about TV programmes and content. And what they have to say is far removed from Marketing or Advertising, and, frankly, are a sheer waste of time and trees! Read
By: Paul Ashby | 16/03/2007 | Business
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A Guide in How to Achieve Advertising Brilliance in These Days of Total Confusion!
So here is a checklist as to what we think you should be doing, on a regular basis, to help you achieve advertising breakthrough: One: Believe in and develop total customer involvement and responsiveness. Two: Pursuing and implementing two-way communication utilising existing Media. Three: Create a high degree of flexibility by empowering your customers. Four: Face up to the fact that what went before is over! Read
By: Paul Ashby | 14/03/2007 | Business
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Is Advertising Dead…i Don’t Think so
The real problem I think is that our entire system for valuing advertising is completely wrong. In almost every major medium the basic measurement for value is the cost per thousand as measured by an acceptable accounting company. Maybe that is because it is virtually impossible to generate any interest for payment by results, because there is no clear way to make such measurements i.e. establishing any sales increase is as a result, exclusively, of advertising. Read
By: Paul Ashby | 11/03/2007 | Business
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Oh No…not Again!
The fact of the matters is that the whole story of subliminal advertising first broke in America, two enterprising young men dreamt up the scheme, however the word “dreamt” is the key to the whole myth…that’s all it was, a dream. There was no research, there were no subliminal advertisements embedded in cinema movies, in fact the whole thing was a hilarious scam…that’s all. But the damage it has caused! Read
By: Paul Ashby | 10/03/2007 | Business
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An Open Letter to Procter & Gamble Global Cmo Jim Stengel…
"We can no longer measure success in keeping up, because keeping up is not possible, opined the P&G guru. "What we need is a mindset shift.” . "We have to understand what's important to them, and how we can genuinely connect with them," Stengel said. "We must shift our mindset to truly creating partnerships." Read
By: Paul Ashby | 06/03/2007 | Marketing
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I'm Sorry I Just Have to Return to the Subject.
To them it is merely a facilitator to leverage more money out of gullible advertisers, and in that, they are ably supported by their second line troops, advertising agencies! From everything we read about the fight between BSkyB and Virgin Media it is obvious that they don’t recognising that their most important relationship is not between the company and the brand and any given consumer, but between the latter and other individuals. Read
By: Paul Ashby | 05/03/2007 | Business
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Secrecy, Prohibition and a Growing Loss of Trust!
England’s largest retailer, Tesco, refuses to make any comment! Hey, if they awarded Oscars to Companies for the best Top-Down-Management-Team, it would be a fight between Tesco; BSkyB and Virgin Media right now! Although don’t hold your breath, there is bound to be several more prime competitors very soon. Read
By: Paul Ashby | 04/03/2007 | Business
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Sky & Virgin Television…a Disgraceful Episode.
As they said in a recent American Presidential Election…”It’s your viewers stupid.” This headline says it all. “Sky channels disappear from Virgin cable TV.” And, low and behold, in the day when viewer/consumer empowerment is causing great concern to the advertising/media industries. These companies decide, arbitrarily, to remove Sky’s basic channels from Virgin’s cable platform “in the early hours of yesterday morning after an extended and unedifying public spat between BSkyB and Virgin Media” Read
By: Paul Ashby | 03/03/2007 | Business
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No Matter How Good the Idea, the Agencies Virtually Ignored Anything That Was not to Do With Television
Today’s marketplace is different and all the old certainties are gone. To be effective in your communications it is sound advice to start with the premise that you know nothing about the people that you believe your product is aimed at. Read
By: Paul Ashby | 02/03/2007 | Marketing
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The Attraction of Interactive Communication is
People respond to interactive opportunities because it seems to offer some intangible quality long ‘missing in action’ from modern life. In sharp contrast to the alienation wrought by homogenised broadcast media, interactive opportunities provide a space in which the human voice would be rapidly rediscovered. Read
By: Paul Ashby | 02/03/2007 | Marketing