News
Year in Review: David Thomason, FCB
Every year, StopPress asks players in the local industry for their reflections on the marketing year that was. Here’s what David Thomason, chief brand officer at FCB, has to say.
Author David Thomason
Opinion
Brand with a porpoise: The importance of an authentic brand purpose
‘Brand purposes’ might be popping up all over the place these days, but FCB’s David Thomason finds they’re often slippery beasts.
Features
The next big trick is mass media
Advertising is an industry constantly focused on finding new ways to bedazzle and charm consumers. But in reaching too far into the digital hat, David Thomason reckons advertisers might be losing grip with what made the show effective in the first place.
Features
A case for the resurrection of mass media
The promises of targeted digital marketing were big and bold, and marketers and agencies heeded the call. But FCB head of strategy David Thomason argues that we’ve perhaps moved too far and too fast, jettisoning some of the core long-term thinking that has always typified effective marketing.
Opinion
‘Big ideas can be taken from small examples’: FCB’s David Thomason on the importance of keeping it real
In a world of clogged up newsfeeds, sometimes the best content is bogged down by the biggest content. David Thomason uses Philip Simon, a down-to-earth, anti-smoking advocate and infectious personality as a gleaming but under-exposed example of social media gold, and wonders how marketers can use more holistic examples like this in their approach to social change, all while keeping it real.
News
The Generosity Journal: David Thomason
As part of our series with the One Percent Collective that’s dedicated to celebrating good work and inspiring a bit more generosity, David Thomason, FCB’s head of planning, lavishes praise on NZTA and Clemenger BBDO’s ‘Mistakes’.