“Native advertising is evil”, unless…

native_advertising

An extremely thought-provoking article appeared in The Guardian this week, written by the advertising analyst, Bob Garfield. Via a rather delicious Faustian metaphor, he accuses the publishing industry of selling its soul in its acceptance – possibly even its celebration – of native advertising: sponsored content which serves a brand agenda masquerading as editorially created copy. Or, as Fleet Street’s finest used to call it, advertorial.

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Currys got this so wrong. Tesco got it so right.

Currys & Tesco

We’re living in pretty cool times. We’ve invented duster socks for cats. Science has blessed us with bacon-scented cologne. Even advertising’s started to move with the times – Twitter’s new TV tie-in represents some serious joined up thinking. I’m a big fan of the clever remarketing Facebook’s now offering via its FBX platform (there’s some golden potential for Social Commerce in them there hills).

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HMV’s £50m social-commerce turnaround plan

HMV’s £50m Social-Commerce Turnaround

It’s not often we’re treated to a bona fide good news story in retail, but Hilco’s rescue buyout of HMV most definitely qualifies. First, Hilco have an excellent track record with these things and, secondly, hopefully some of HMV’s amazing team will be retained to help paddle the boat back upstream. I worked at HMV for a short time and, take it from me, some of the people there are the most extraordinary, passionate and gifted folk working in retail today. We wish them the best of luck.

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