Author Archive | Paul Dervan

The Real Role of Advertising?

Measuring the success of advertising is not easy. It really isn’t. We sometimes overly focus on the measures we have, even if they are not the best ones. For example, we can measure clicks on banner ads, so we judge success by click-through rates or cost per click. This information is useful, but is only […]

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Do We Stop and Think Enough?

I walked by a billboard (a 48 sheet) for VHI Healthcare last week. It is their campaign that talks about being cheapest for couples, individuals, families etc. The ad is fine, and is presumably ticking all the boxes in the brief. But about one fifth of the ad is dedicated to a large call-to-action – […]

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Social media-time to implement like hell

Social media clearly remains a hot topic. Not just among the evangelists – it crops up everywhere, in lots of conversations, presentations and meetings. Last week alone, I met with a guy doing his dissertation on social media, filled out a survey for social media for the marketing institute and fed into another survey trying […]

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Future of Ad Agencies?

It’s been on my mind a lot recently. What is the future of advertising agencies? We still need agencies to make ads. Especially good ads. Like this one. Or this masterpiece. And if you believe that advertising cannot drive profitable growth, spend a few minutes enjoying this. That is not what’s on my mind. No, […]

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