What we have learned, written down.

Notes on running events, activations and campaigns in India — costs, timelines, what goes wrong, and what we would do differently. Written because clients keep asking the same questions, and the answers deserve better than a sales call.

• Reach & Distribution

  Reaching a million people once is not the same as reaching them

  One glance at a billboard from a moving car is a reach number. It is not a memory. The difference between the two is frequency, and most campaigns are built to maximise the wrong one.

  5 min read

• Automation

  The lead dies in the twelve hours nobody was watching

  A form gets filled at 9pm. Nobody sees it until 10am the next morning. By then the buyer has already spoken to someone who called back faster — and it usually wasn't the better product that won.

  6 min read

• Events

  Choosing an event management company: eleven questions to ask

  Every agency shows you the same photographs. These are the questions that actually tell you which one will be standing next to you at 6am on the setup day.

  7 min read

• Events

  Conference, dealer meet, offsite — three different animals

  They cost roughly the same, they look roughly the same in a photograph, and they do completely different jobs. Most disappointing corporate events are the right event of the wrong type.

  7 min read

• Digital Marketing

  A dealer network needs many destinations, not one

  A buyer does not want to hear from your brand. He wants to hear from the showroom four kilometres away, whose owner he already half knows.

  6 min read

• Brand Activation

  The first fifteen seconds of a mall activation

  Nobody comes to a mall to meet your brand. They came for a film, a burger, or the air conditioning. You get about fifteen seconds to become part of somebody else's afternoon.

  6 min read