PR, marketing and Digital: The arrogance of experience…

I confess, I admit: I could never ever coach an American Football team. I have never played it, never watched a full game, I do not understand any of the rules, and I am completely ignorant to all the habits and sensitivities. I would probably do about as good as a drunken rhinoceros in artistic …

#SxSW: where is the ‘S” in Strategy?

I found one thing blatantly missing in this year’s #SxSW. I saw tools, I saw applications, I saw platforms, I saw demos. I heard lots of people speak, about applications, the future, robots, Nano technology, measurement, ROI,  Angry Birds, 3 D TV, homeless people, the weather, the US elections, world peace  and global warming. The …

Pinterest is not a strategy

Shall we agree to some simple rules? Shall we be open, honest, and right in your face at all times? You’re up for that? Nice. Here comes: Pinterest. It’s not that big of a deal. Honestly, do not get overly excited. From my high perch here at Porter Novelli Towers, it looks like every couple …

To Viral or not to Viral… is not even a question (bis)

It happens way too often, and it gives me the flying Trombones: in a meeting room without daylight somebody with great corporate hair will put on a strategic face and will utter something along the lines of “for this bleeding edge campaign, we need a viral component to generate word of mouth that will bla …

In a Spin: both feet in… unless….

When @GaryStockman, CEO Porter Novelli, tweeted yesterday: “Final lesson from weekend’s perfection driving school: In a spin, both feet in. It doesn’t really apply to biz, but it sure saved me yesterday”, some people asked me what he meant. As a fellow lover of fine fast machines, I knew exactly what he meant: When you …

A good strategy is tailor-made…

It’s getting a bit annoying: lots of people seem to think that social media is an of the shelf, one size fits all, prepackaged commodity. Can you do me a Twitter? How much for a Facebook page? What would it cost to get 3000 followers? Can I buy a viral movie? Can you send me …