Author Michael Goldthorpe
Hunch founder and managing partner Michael Goldthorpe asks why CX has such an over-emphasis on tech and an under-understanding of people.
When Gillette launched its latest campaign turning its traditional tagline ‘The Best a Man Can Get’ on its head, hoards of internet warriors rushed to condemn it as “PC gone mad”. Hunch managing partner Michael Goldthorpe weighs in on the subject by looking at what marketers have to keep in mind when embracing social movements like #MeToo.
Known as the uncanny valley, the unsettling feeling we experience when robots look like humans is, well, unsettling. Hunch managing partner Michael Goldthorpe dives in the world of marketing automation and what that could look like in the future.
Way back to high school, I loved algebra and hated statistics. It wasn’t so much the numbers, it was the answers. Algebra was pure math. A+B=C. It’s always true. So B=C-A and A=C-B. Then you puzzle that out with a similar sum and you can actually prove stuff. Quadratic Equations. Yum. Meanwhile, statistics is applied math. It’s the ‘science’ of probability. The ‘answers’ run to multiple decimal places with ‘standard deviations’ and you never really know the “truth”. I reckon it’s way less satisfying. But that’s just me. More relevant here is why does this matter in marketing?
Look at that, a listicle. Ask anyone in content marketing and they’ll say lists are great at getting clicks. It’s good advice. The world is full of it. But how do you find that great advice? How do you know who to trust? How do you stack the deck to get the best possible results from agencies and consultants? Michael Goldthorpe, managing partner of Hunch, starts with how you don’t.
On Wednesday night, a tight bunch of industry types gathered together at Thievery to celebrate the launch of a book. That’s right, a book. If you’ve never met one of those, it’s a bit like an app, but you swipe in a more linear fashion and it doesn’t fit in your phone.
It was 10 April, 2018. Mark Zuckerberg, CEO of Facebook appeared in front of the United States Congress to talk data, privacy and how we should police the internet. 44 senators asked tough questions around privacy policies, business models and consumer protection. Zuckerburg answered honestly and robustly, facing up to criticism, owning up to failures, arguing for net neutrality and outlining plans to “do better”. For a nerd like me, it was fascinating. But what will it actually mean?
Indie agency Hunch recently conducted a thought experiment in rebranding Santa. Here’s what agency boss and Christmas enthusiast Michael Goldthorpe learnt from the process.
In his tour of marketing automation, Michael Goldthorpe has encountered a few colourful characters along the way.
What colour is your Fidget Spinner? Can you stack and spin? Have you stepped up from standard to stainless steel? These are the big questions buzzing around primary school playgrounds right now. But what’s it all about? What is a Fidget Spinner? Why is it relevant in a marketing blog? And have we just forgotten about Pokèmon Go?
Hunch managing partner Michael Goldthorpe explains why retailers should focus on selling products, rather than selling promotions.
“Robots can’t challenge, robots can’t think and robots will never create,” says Michael Goldthorpe. And he reckons that’s good news for anyone working in the creative industry.
Instead of standing out as an example of a small independent nation standing on its own two feet, the call for new flag has descended into a prolonged and unnecessary design debate. And this leads Michael Goldthorpe to wonder how often things like this happen in the industry.
Having worked at TBWA\ from 2005 to 2010 alongside David Walden, Michael Goldthorpe was asked to share a few words about his mentor and friend at last night’s Effie Awards, which fell on the same day as Devo’s unsurprisingly well-attended and colourful funeral. And he decided to let Devo’s words, which serve as the introduction to a book that will be available to buy soon, do most of the talking.
Michael Goldthorpe reckons Tumblr might be stepping on the toes of a few copyright holders. So is there anything the industry can do about it or is it just a sign of changing times?
Michael Goldthorpe discusses the evolution/his changing understanding of direct marketing, otherwise known as DM, from when he was a youngster when those two capitalised letters meant one thing: Danger Mouse. And now, as an adult where technology has changed the game completely, where direct marketing is no longer just a targeted letter sent to your mailbox and finally, he discusses whether the fundamentals have really changed all that much.
As the nation readies itself for a long weekend of hot cross buns and relaxation, Michael Goldthorpe takes inspiration from Easter and points out that facts are largely irrelevant when someone tells a good story.
Michael Goldthorpe was inspired by Steve Bayliss last week when he said if it ain’t good, it won’t work, if it isn’t achieving a sales metric, it doesn’t belong in marketing, and if people don’t talk about it, it’s dead. And if you want to know how to do it, there’s an acronym for that.
Plenty has been written about the passing of Robin Williams in the past few days. And Michael Goldthorpe thinks it’s of relevant interest that one of his last pieces of work was a show about advertising, an industry that, like Hollywood, is pretty good at monetising mania.