Mike Teasdale
Opinion
19 October 2021
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Following the declaration of a new marketing philosophy for FMCG titan Unilever, Mike Teasdale questions how the precept will filter down into the reality of the company’s work.
Opinion
02 July 2021
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Generational cohorts appear neat, even useful; but the elements that truly unite us and can actually help guide marketing activity are attitudinal, argues Mike Teasdale.
Opinion
27 April 2021
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Over the past year, the mantra of ultra efficiency was called into question when faced with a crisis as firms scrambled to adapt - in advertising, which should focus on effectiveness, inefficiency is deeply necessary, argues Mike Teasdale.
Opinion
05 March 2021
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Advertising is as obsessed with the new new thing as it is with youth, often forgetting that the richest, most influential group of consumers already exists and though they might be older, they are full of life and optimism - Mike Teasdale explains how to speak to this crucial audience.
Opinion
29 January 2021
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Corona’s 2020 experience is proof that brands are astonishingly resilient, and you must work damn hard to damage one when it is built properly - Mike Teasdale explores what’s happening under the surface.
Opinion
04 December 2020
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Creativity doesn’t sell itself, but there are ways to reframe ideas that can encourage clients to buy, writes veteran planner Mike Teasdale.
Opinion
29 October 2020
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The obsession with youthful disruption in the agency world has left a dearth of experience - long may it continue, says Mike Teasdale.
Opinion
28 September 2020
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Most brands went into defensive mode during Q2 and Q3 as the world went into lockdown but as we emerge into a new normal, especially one that is likely to be recessionary, here's how a brand can get back on the front foot.
Opinion
15 July 2020
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Now into the second week of the #StopHateforProfit boycott, Mike Teasdale explores what it would take to force Facebook to make a change.
Opinion
07 May 2020
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Many brands appear to be working from the same crisis playbook, observes Mike Teasdale – here’s why that’s not working.
Opinion
26 March 2020
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Brand purpose as a concept was already coming in for some deserved criticism as a result of companies misunderstanding or misusing it, but now we’re in the grip of COVID-19 the stakes are even higher – says Mike Teasdale.
Opinion
28 February 2020
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If advertising – and its planning – is about anything at all, it’s about selling, says Mike Teasdale, and we would do well to remember this as an industry.
Opinion
06 January 2020
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Advertising is in love with the new, but so often overlooks the past at its own peril, argues Mike Teasdale.
Opinion
30 October 2019
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Artificial intelligence is bleeding further into our lives and work, Mike Teasdale considers the strategist in the age of AI.
Opinion
06 October 2019
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Ads can’t change the world by themselves – that’s not their point – but they are far more effective if they reflect the world the audience aspires to. The ASA’s new rules help the industry to do this, argues Mike Teasdale.
Opinion
26 July 2019
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Agencies’ process is out of balance, with too many avoiding the business problem, ignoring the science, needlessly reinventing the wheel and being chronically short term, argues Mike Teasdale.
Opinion
17 June 2019
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Planning is still about being a catalyst for creativity but the context in which Planners operate has changed hugely – they need to adapt, and quickly, says Mike Teasdale.
Opinion
22 May 2019
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Not all briefs are created equal. Mike Teasdale explores the world of the nightmare brief, and how to make them better.
Opinion
11 April 2019
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Breathing new life into a brand is a complex exercise in which knowing what to change is as important as knowing what to leave alone. Mike Teasdale considers the strategic landscape.
Opinion
15 March 2019
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There are lots of ways a brand can shoot itself in the foot. Mike Teasdale analyses the brands that did it so you don’t have to.
Opinion
08 February 2019
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The 2018 IPA Effectiveness Awards illuminate much of what is changing in advertising, how questions of effectiveness are shifting. But there are elements that have not shifted with technology or trends, observes Mike Teasdale. Make the brand famous and make it easy to buy.
Opinion
15 January 2019
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Neuroscience teaches us that memories don’t exist whole but as little bytes of sensory impulses that need reconstruction. Don’t make that reconstruction task more difficult than it needs to be. Though most marketers fear rejection, they should instead fear being ignored, explains Mike Teasdale. Here are five questions to ask yourself when developing messaging.
Opinion
26 November 2018
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During a recent workshop with young planners, a serious question occurred to Mike Teasdale, one that speaks to the massive shifts that have taken place in the discipline. So what business are planners in?
Opinion
12 October 2018
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Interruption is annoying, so why does modern marketing continue to annoy people? Mike Teasdale considers the new etiquette to interrupting your audience, and the campaigns that have done so effectively.
Opinion
30 August 2018
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Nowadays, it is almost unfashionable to spend time thinking, but looking sideways at seemingly non-relevant areas is potentially very fertile. Mike Teasdale offers techniques to help think of a solution to a problem, beyond a nap or run.
