Paul Ashby

Paul Ashby

Pioneered interactive marketing communication some twenty five years ago, have produced interactive "Events" in Japan;USA;UK;Australia;Singapore and was responsible for producing the worlds first regularly scheduled Interactive TV Gameshow sponsored by P & G.

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Paul Ashby Free Articles

Social Media – An epic tulipomania in the making!

The Internet is not an advertising medium, people log onto the Internet to go somewhere, not see advertisements!

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Have you heard the one about Super-bowl Ads?

How much longer can Clients go on paying $3 million for a 30-second spot that doesn't wotk?

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A very serious letter to all Chinese Businessmen-everywhere!

The problem is not the medium, neither the Internet not conventional media have been proven to be very effective a selling prodcts or services!

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The desperate need to restructure advertising and marketing

Only interactive marketing communication will provide clients with the necessary communicaion and feedback necessary for effective marketing to take place.

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Our obsession with Advertising,Marketing, Spin and Celebrity is failing the country!

It is high time we embarked upon a thorough examination as to the efficiency of our current marketing and advertising programmes and to install convincing evidence as to the accountability of these programmes.

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Is Advertising all about Fraud?

It is said that Edward Bernays taught corporate America and the Federal Governmen to lie, his spirit lives on today!

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Now Marketing/Advertising people are either trying to kill us or worry us to death!

RBS – which axed 15,000 jobs following the taxpayer bailout – also continues to sponsor Britain’s No1 player, Andy Murray, and the bank backed the British Open Golf Championship at Turnberry last summer. But news of the lavish hospitality at Wimbledon – costing RBS about £20,000 a day – was met with disbelief last night.

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The Problem with Advertising Agencies

Together with the fact that confusion is good business because when consumers are confused Marketing experts, advertising gurus become indispensable, nowadays the only way to avoid marketing/advertising is to block your ears.

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The New Advertising!

It is essential that we try and develop more effective ways of "mass" communicaton, certainly Interactive Communication is the way to go because it is proven!

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When are we going to prick our bubble of denial?

Marketing can baffle the most intelligent people, that is most understandable, for a start, making large marketing investments accountable is a very inexact science. They rely, to a unnerving degree on assumptions that may or may not be accurate.

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We squawk for change – but we don’t really mean it!

Measurement, instead of being a powerful enabler, is becoming a source of tension, particularly when viewed through the lens of the false construct above. If agencies embrace, lead, drive, integrate and make measurement an intrinsic part of their product, they will immediately change their value perception to marketers. However, today it seems that research and analytics (most notably in creative agencies) is seen as the enemy designed to kill the opportunity for creativity.

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Marketing & Advertising have drifted towards abstraction , waffle & theory.

Recently Heinz went on record to say that "Traditional advertisers are flexing their muscles by seeking 'Pay per Performance' deals saying media pricing has to be more reflective of actual sales." Of course advertising has NEVER been able to provide effectiveness research of the kind to answer all the questions posed nowadays by Clients regarding accountability.

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A chasm has opened up between Advertisers and Customers.

Your customers do not trust your advertising any more...so stop wasting your money!

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Marketings' Heart of Darkness

The dirty little secret of modern advertising is that the models created by media and advertising agencies said almost nothing about accountability. The defunct advertising and marketing bodies today are the people who took control of the subject in the 1960s, with theories about the effectiveness of advertising, mainly on television. These theories, never really tested with reality, had a major flaw, if reality contradicts these theories it was reality that marketing & advertising professionals wanted to change

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2009: the year when the Marketing experts lost the plot

Where have we seen marketing experts fail? Well, where do you want to start? How about in the world of high finance, where thousands of bankers and economists, in the public as well as private sector, spectacularly failed to predict what in retrospect looked like a catastrophe waiting to happen? And a catastrophe, moreover, that owed nothing to bad luck or "an act of God", but was unwittingly wrought by Marketing financiers themselves.

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