Lucas Bergmans
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...
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Lucas Bergmans
- Nov 21, 2023
- 14 min
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...
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Lucas Bergmans
- Oct 27, 2023
- 13 min
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...
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Lucas Bergmans
- Oct 10, 2023
- 12 min
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)...
80
Lucas Bergmans
- Sep 28, 2023
- 10 min
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,...
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Lucas Bergmans
- Sep 19, 2023
- 5 min
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...
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Lucas Bergmans
- Sep 12, 2023
- 9 min
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...
110
Lucas Bergmans
- Jul 13, 2023
- 10 min
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...
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Lucas Bergmans
- Jun 29, 2023
- 11 min
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...
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Lucas Bergmans
- Jun 22, 2023
- 14 min
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....
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Lucas Bergmans
- Jun 15, 2023
- 13 min
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...
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Lucas Bergmans
- May 25, 2023
- 5 min
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...
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Lucas Bergmans
- May 24, 2023
- 11 min
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...
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Lucas Bergmans
- May 18, 2023
- 3 min
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...
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Lucas Bergmans
- May 11, 2023
- 9 min
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...
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Lucas Bergmans
- May 3, 2023
- 10 min
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...
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Lucas Bergmans
- Apr 27, 2023
- 10 min
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...
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Lucas Bergmans
- Apr 19, 2023
- 7 min
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...
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Lucas Bergmans
- Apr 4, 2023
- 3 min
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...
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Lucas Bergmans
- Mar 29, 2023
- 7 min
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...
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