Author Archives: Andrew Silcox

Active versus passive b2b marketing

B2B marketing: active versus passive marketing

For most people, B2B Marketing Consultants spend most of their time coming up with creative TV adverts, building websites and talking (over long lunches) about “brand”. Thanks to programs like Mad Men and the Gruen Transfer this reputation is further enhanced. But in reality, this is a distorted and potentially damaging view on what marketing […]

Thinking Strategic Thinking


A methodology I use for strategic thinking is based on customer-centric thinking. As I see it, customer is the only reason any organisation can exist and flourish. No organisation can exist without someone accessing their products or services. Sure without a product or service you have nothing to sell. But if you have customers, you can find products or services that they will purchase; the opposite is not true.

Data is king

big data

I have an economics degree.

I still can’t tell you exactly why I ended up with an economics degree, but there it is.

Through my meandering career in design, promotions, events and advertising it’s always seemed to stand out like a sore thumb. But in marketing, I’ve come to realise the power of some elements of marketing. And the most important is in data.

Giving marketing a bad name: Hertz NeverLost®

business to business marketing Australia

While traveling through Europe with my family, we decided to hire a car to explore Spain and Italy. It sounded idyllic, despite xenephobic stories of terrible driving and mental images of getting stuck on tiny back streets sandwiched between heritage-listed walls, cobbled roads and thousand-year-old cottages. But to make sure it was as relaxing as possible, we […]

What’s wrong with the Gruen Planet?

the pitch

I’m being controversial, I think Gruen Planet and it’s predecessor, Gruen Transfer are excellent programs that have helped raise the profile of advertising and marketing to the Australian public. However, raising any profile has it’s risks and Gruen Planet has done a disservice to the very industry it celebrates through it’s segment The Pitch.

When Advertising Works

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One of my favourite ever advertisements from an unlikely source: Victorian Worksafe. Why do I like it? It’s never going to win awards for it’s soundtrack or cinematography, but I think the intention of the message is spot on. The TAC have been using different forms of shock-tactics to get their message across with gruesome […]