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The Future of Digital Attribution Models: Moving Beyond Last-Click
As tried and trusted digital channels become mature and struggle to deliver the yields that they used to, marketers at digital-born...

Lucas Bergmans
Feb 6, 202411 min read
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How advertising actually works
It’s hard to believe it but there once was a time before John Lewis did amazing Christmas advertising. Before they did any Christmas...

Lucas Bergmans
Nov 21, 202314 min read
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How to judge creative & give feedback
How do you know a good creative idea when you see one? The moment when your agency (or internal team) present their first ideas to you...

Lucas Bergmans
Oct 27, 202313 min read
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Six ways to balls up your advertising brief
“A brief is a cheque that's about to be cashed.” I find this quote a useful reminder of the importance of brief-writing (and briefing)...

Lucas Bergmans
Oct 10, 202312 min read
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How to get more out of your advertising agency
The biggest lever at a marketer’s disposal to drive growth is creativity. But you can’t always do it on your own. You know that already,...

Lucas Bergmans
Sep 28, 202310 min read
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How to launch in new countries: 7 hot tips
Just over a year ago, I was part of the team at Cazoo that rolled the brand out into Europe, 2 years on from a successful UK launch. We...

Lucas Bergmans
Sep 19, 20235 min read
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How to find your perfect advertising agency
Finding the right agency partner for you and building a strong working relationship with them is one of the most important parts of...

Lucas Bergmans
Sep 12, 20239 min read
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How to grow sustainably with TV advertising
“Real world brands need to learn from failures as well as successes” (Grace Kite ‘The Wrong and the Real of It’) The case for investing...

Lucas Bergmans
Jul 13, 202310 min read
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ITV's 'media-for-equity' proposition: the right approach for you?
Big commercial TV stations are only interested in big established advertisers, right? Wrong! In the UK, the leading commercial TV media...

Lucas Bergmans
Jun 29, 202311 min read
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How to get creativity right (and wrong)
What is the biggest lever at a marketer’s disposal to drive growth? It’s creativity. And creativity is even more critical for scale-ups....

Lucas Bergmans
Jun 22, 202314 min read
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How one scale-up embraced TV advertising (Spoke London)
For a scale-up faced with the dilemma of whether or not to branch out into TV advertising, there’s an obvious decision. As Simon Cowell...

Lucas Bergmans
Jun 15, 202313 min read
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Don't f**k up the culture (Part 2)
It feels like a lifetime ago but 4 years ago, most of us worked in an office 5 days a week. Not only that, we would see most of our...

Lucas Bergmans
May 25, 20235 min read
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Don't f**k up the culture (part 1)
How many times have you heard the expression “Culture eats strategy for breakfast”? What this means is that the best thinking and the...

Lucas Bergmans
May 24, 202311 min read
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Why nicknames are nothing like brand names.
I started writing this by thinking of the ways that brand names are like nicknames. But as I wrote it, I came to the realisation that...

Lucas Bergmans
May 18, 20233 min read
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How the Cazoo Product Team built the UK’s fastest unicorn.
I’ve never worked anywhere as fast-paced as Cazoo. I was employee number 13 when I joined Cazoo in 2019. Within 3 years the team grew to...

Lucas Bergmans
May 11, 20239 min read
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Know your numbers and invest smartly.
For any business, it’s crucial to understand how to get the most out of your Marketing investment. Which parts are working best? How can...

Lucas Bergmans
May 3, 202310 min read
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How to find the perfect media agency (and agency contract!)
So, you’ve just secured a new round of funding to scale up your awesome new business. Congratulations. You have enough money to invest in...

Lucas Bergmans
Apr 27, 202310 min read
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How to build a culture of effectiveness
A key foundation for success for scale-ups is to take steps towards a culture of effectiveness as early as possible. While this can be...

Lucas Bergmans
Apr 19, 20237 min read
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The meaning of life insurance
I have some terrible news for you… You’re going to die. And there’s worse news. You don’t know when or how this will happen. Neither do...

Lucas Bergmans
Apr 4, 20233 min read
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To in-house or not to in-house, that is the question.
As you prepare for your scaling-up mission, working out who to bring with you as your crew on the Rocket Ship is probably the most...

Lucas Bergmans
Mar 29, 20237 min read
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