Lucas BergmansFeb 611 minThe Future of Digital Attribution Models: Moving Beyond Last-ClickAs tried and trusted digital channels become mature and struggle to deliver the yields that they used to, marketers at digital-born...
Lucas BergmansNov 21, 202314 minHow advertising actually worksIt’s hard to believe it but there once was a time before John Lewis did amazing Christmas advertising. Before they did any Christmas...
Lucas BergmansOct 10, 202312 minSix 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 BergmansSep 28, 202310 minHow to get more out of your advertising agencyThe 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,...