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Alexandra Hobson Female United Kingdom: Share Twitter

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Alexandra Hobson's Discussions

Women: Consumers vs. Creative Directors
6 Replies

Tags: creative-directors, agencies, advertising, women

Started this discussion. Last reply by Michael B. Moore Jun 6, 2010.

If line extensions are so bad . . .
1 Reply

Tags: extensions, line

Started this discussion. Last reply by Dave Lubelczyk Oct 5, 2009.

Critique This Print Ad
3 Replies

I'm wondering what the esteemed Brand Farm community thinks about this ad? Is it a "good" ad? Please critique it.Continue

Tags: brand, critique, bmw

Started this discussion. Last reply by Stephen Abbott Sep 22, 2009.

Coca-Cola - No. 1 Brand . . . AGAIN? C'mon!
2 Replies

Coca-Cola must be Interbrand's number 1 client. How else does it become the most valuable brand in their poll EVERY year? It seems like whatever goes on in the world you can count on three things:…Continue

Tags: brand, interbrand, coca-cola

Started this discussion. Last reply by DavidCrace Sep 18, 2009.

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When is it strategic to be provocative in advertising?

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Title: SVP

Company: Obsidian Brands

Company Summary: Full service strategic brand consultancy.

Comment Wall (1 comment)

At 10:12pm on September 20, 2009, Alexandra Hobson said…: Just realized that I can change the configuration of my page! Cool.

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Alexandra Hobson's discussion was featured

Women: Consumers vs. Creative Directors

I just saw a statistic that bears some conversation. 85% of brand purchases are made by women, yet only 3% of advertising agency creative directors are women. Is there any logic or business purpose behind this statistic? Has it been established that men know more about women than women do? Maybe its just that women are incapable of creating strategic advertising messages to each other?If general market companies go to multi-cultural agencies because they believe those firms can best deliver…See More

Jun 21, 2011

6 Comments

Michael B. Moore replied to Alexandra Hobson's discussion Women: Consumers vs. Creative Directors

"I read that there are a number (perhaps 5- 6) creative director jobs at BIG agencies currently. It will be quite interesting to see the degree to which these shops avail themselves of diversity in that leadership position - either gender or…"

Jun 6, 2010

Larry Taman replied to Alexandra Hobson's discussion Women: Consumers vs. Creative Directors

"Very interesting topic and conversation. For me in looking at this from 30,000 feet, it just illustrates to me that in marketing/advertising, diversity of thought, culture, gender, race, everything, is the best way to go for teams to work at an…"

Nov 25, 2009

Sean Duffy replied to Alexandra Hobson's discussion Women: Consumers vs. Creative Directors

"Interesting premise Alexandra. I received some strange advice in this regard once. We were pitching a tampon account. I was creative director for my pitch team but knew nothing about the segment. I called on two other creative directors I knew who…"

Nov 11, 2009

Gunnar Branson replied to Alexandra Hobson's discussion Women: Consumers vs. Creative Directors

"What a ghastly statistic! It seems that we have made little progress from the day of Don Draper. I would be curious, however, to see a slightly different statistic to see if it would hold up to the same analysis. How many of the CMO's and…"

Oct 27, 2009

Preston Samuels replied to Alexandra Hobson's discussion Women: Consumers vs. Creative Directors

"I'm not sure why the numbers are as reported, but just because I don't have the answer doesn't mean that sexism is the answer. It seems to me that the profit motive is such that if goats as creative directors produced the best work,…"

Oct 26, 2009

Michael B. Moore replied to Alexandra Hobson's discussion Women: Consumers vs. Creative Directors

"Could this be an instance where traditional sexism in the advertising industry trumps quality, revenue, and profitability on both the agency and client side?"

Oct 25, 2009

Alexandra Hobson posted a discussion

Women: Consumers vs. Creative Directors

Oct 25, 2009

6 Comments

Alexandra Hobson commented on Michael B. Moore's blog post How to bring Buick back?

"LOVE IT! Especially for that brand!"

Oct 16, 2009

Alexandra Hobson commented on Michael B. Moore's video

Critique: Sears Brett Favre commercial

"I agree, but am seriously at a loss as to what that "new proposition" might be for them. I don't know where they go or what "niche" in consumers' minds they might try to own. I was thinking maybe evolve to become an…"

Oct 16, 2009

Alexandra Hobson and Larry DeVincenzi are now friends

Oct 16, 2009

Alexandra Hobson commented on Gunnar Branson's blog post "Winning Ugly" Brand Strategy

"Sometimes bad marketing still sells products. That doesn't make it good, or strategic. Just lucky. I can't conceive of any instance where "incredible creative, strong messages, and the right image" would not be a marketer's…"

Oct 16, 2009

Alexandra Hobson commented on Ted L Simon's blog post Brand Managers Must Die

"I can't imagine attempting to implement any kind of fundamental changes in corporate mindset without reflecting that change, supporting that change, in corporate structure. If a company has been traveling down a certain path for eons, its going…"

Oct 15, 2009

Dave Lubelczyk replied to Alexandra Hobson's discussion If line extensions are so bad . . .

"Quite often line extension efforts are a companies attempt to hold on to shelf space. If a brand is not preforming to expectations stores will demand a replacement product. This is often seen in the beverage industry. (There was a great Brandweek…"

Oct 5, 2009

Alexandra Hobson posted a discussion

If line extensions are so bad . . .

If line extensions are so bad, why do companies keep doing them? Seems like they love them in the beer category. Would companies be executing line extensions if they returned negative ROI's corporately?http://www.brandweek.com/bw/content_display/news-and-features/direct/e3i1a4011971ee0eb5ea62a387449911510 See More

Oct 4, 2009

1 Comment

Alexandra Hobson replied to Ted L Simon's discussion Starbucks Via - Smart business move or dangerous brand dilution?

"Where are they selling Via? Is it at retail beyond Starbucks? Grocery? It would seem that if the product is good quality, and if its relatively affordable, then it might not be a bad idea in these days and times. Although Starbucks = coffee, as a…"

Oct 4, 2009

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The Resurrection of Advertising

It seems like every few weeks I see a new article proclaiming the death of advertising. With all due respect, give me a break. For better or worse, society is becoming even more consumerist, not less. The fundamental need of companies to share information about their products, brands, and services is getting even more important. The desire to build profitable brands and influence consumers to like and buy things is as fundamental a part of business now as ever. Ergo - the need for skilled…Continue

Tags: change, innovation, agency, agencies, advertising

Started by Michael B. Moore May 22.

A Twinkies Turnaround

It's a marketers dream to have the chance to remake a classic. I've often romantically pondered resuscitating fallen brand powerhouses, re-igniting dormant consumer equity to create new found financial gains. There's just something about looking at a fallen great brand and thinking that you could do better. I'm guessing I'm not the only marketer to do that! The lure of the challenge…Continue

Tags: turnaround, twinkies, brandstrategy, strategy, marketing

Started by Michael B. Moore Jan 13.

The Nivea Ad or 'The Rise and Fall of Cultural Differences in Advertising'

In advertising, companies are obviously wholly responsible for everything that emanates from them - their products, their customer support experience, to some degree their retail context, and of course their advertising. Since every consumer touch point is both precious and contributes to the over-all brand experience, marketers must be sure that each interaction is as strategic as possible. Not only should every advertising dollar be positioned to create the greatest economic benefit,…Continue

Tags: american, african, nivea, advertising, culture

Started by Michael B. Moore Aug 19, 2011.

The True Passion of Basketball 1 Reply

I've played a lot of basketball. It's a sport I grew up with and "play" to this day. I'm also a fan of all levels of the sport: from watching my 5 year old, to the NBA. One of the things that I've always lamented about the highest level of basketball is that it is VERY rare to find it in what I consider to be its most nascent and core form - outside and on the street. I don't know about you, but I didn't grow up playing hoops in a huge stadium or even a gym. I grew up playing it outside -…Continue

Started by Michael B. Moore. Last reply by Larry Taman Aug 3, 2011.