What working in Design taught me about doing online marketing and advertising.

First published on Clickz Asia October 2013 My name is Carl and I used to work in design.  There.  I’ve said it. Specifically I worked for Philips Design for nearly 5 years in Singapore with a couple of short stints in Amsterdam and Eindhoven. It’s easy to mock design, of course, and the industry frequently finds itself the subject of parody. We’re all familiar with […]

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What working in Design taught me about doing online marketing and advertising. Part 2.

First Published on Clickz Asia October 2013 In this, my second piece in a series of three, I’m going to talk about a second tenet of Design Thinking – ‘The appropriate use of technology’. In generic ‘design thinking’ terms this technology tenet is often articulated in terms of feasibility.  i.e. the question is expressed something like, ‘for that thing we want to do, is there […]

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Design Thinking in Digital – Part 3

First Published on Clickz Asia November 2013 Following on from my first two pieces focusing on the consumer [link] and the use of technology, I’d like to end this series by talking about Design Thinking’s third tenet – business viability.  In the world of digital advertising, business viability sits firmly in the results section. In digital advertising the viability has to be linked to measurable […]

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Four things a Digital Transformation is NOT

  Digital Transformations are all the rage nowadays – at least talk about them is. Eighteen months ago whilst working for a big ad agency here in Singapore we pitched a global digital engagement to a big FMCG prospect. “Let’s call it a ‘transformation’”, I said. No objections there and so we went in all guns blazing with details of just how we’d accomplish that. […]

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