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We live in an information age, an era of mass communication. In this world, some people consume information, while others provide it. It’s a constant and essential cycle. Information is valuable, and those who present it as high quality content will make money doing so. It’s the biggest growth industry in the world.

In the past, information was published by specialist organizations. Today, everyone has become a publisher. The Internet and home publishing software make electronic and traditional publishing easy and affordable. As only 0.003% of content published every year is in printed form (1), the Web accounts for the vast majority of this content explosion, with websites and blogs springing up in their millions. Read the rest of this entry »

A marketing director from a large creative agency once told me, ‘Always concentrate on producing great work, and never let the client interfere with the creative process. Clients come to you for guidance on each project, so you should be prescriptive about the work you give them. The day you start to care about their input - is the day you should get out of the business’. Astonishing isn’t it, and I completely disagree.

The agency in question, (which will forever remain nameless), had won sack loads of awards for its creativity. No doubt everyone who worked there was very smug and felt extremely pleased with themselves – but what did their clients really think about the service they received? Were they happy with it? Was the effectiveness of client campaigns ever measured or followed up on? I wonder. Read the rest of this entry »