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 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)...
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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...
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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 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 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 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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