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Campaigns are useless [thought h]

In our business marcom campaigns are still quite hot. Lots of people are working on what Mark Ritson calls "mimimimimi" in this presentation (go to 19m10s). We gotta stop this.

In principle there's of course nothing wrong with setting up a campaign, but campaigns are most of the time all we look at: the performance of the campaign (CTR, CPC, GRP, reach, etc.) we're currently running and what we can learn from it. Look a bit further at the aforementioned Ritson video to get a bit more detail on it.

However, a campaign only matters if it's part of something bigger, a long term plan on how to build a brand, turn it around or grow it further. If it's not, it's only a one off, you will face the exact same challenges a month or so later. So in that case don't put your money in communication (put it to hire good people).

Nofilter works with brands and companies to show their true character. We have an unfiltered view on marketing in this day and age.

Please reach out here to ask questions, comment or give us ideas.

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