Tom Fishburne: Marketoonist

We create content marketing campaigns with cartoons.

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creative review

How we review creative is as valuable a part of the creative process as the creative itself. Yet the creative review is often overlooked and frequently misunderstood. The most talented designers in the world will create mediocre work if the creative review process is managed in a mediocre way. I love the video that circulated a few years ago called […]

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sharing personal data with marketers

Consumers are increasingly aware just how much personal data they’re sharing with marketers. Whether browsing online or shopping in a store with a loyalty card, consumers reveal a lot of themselves every time they interact with a brand. In a recent Communispace study (PDF), 86% of consumers would click a “Do Not Track” button if one existed and 30% would […]

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safe is risky

Organizations can spot the risks of a new idea a mile away. But there’s a curious blind spot when it comes to the risks of not taking those risks. The path of least resistance is to play it safe and keep the idea as close to the tried-and-true as possible. We just need to ask Polaroid how that strategy works […]

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how a brief becomes an ad

The ad creative process can be just as circuitous and political as the classic Schoolhouse Rock video about how a bill becomes a law. Creative briefs often read like peace treaties between the client and agency that pack in everything about a brand (except for a meaningful point of difference). When advertising falls flat, the root cause is often a […]

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marketing technobabble

Marketers can go a little trademark crazy. Sometimes we focus so much on the trademarked features of a product that we lose sight of the actual consumer need. Last week, someone sent me a piece of marketing communication for a new razor, the “Gillette(R) Fusion(R) ProGlide(R) with Flexball(TM) technology.” The string of four trademarked names to describe a single product […]

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brand guidelines

How Draconian are your Brand Guidelines? Many brands focus so much on maintaining consistency that they forget one of the most important goals of Brand Guidelines — inspiring creative work. Building a brand takes a village, inside the company and out. From agencies to packaging engineers, there are a lot of people who touch and influence how a brand comes […]

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License Marketoonist comics License
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push marketing

There’s a fine line between Push and pushy. Marketers have an extraordinarily powerful tool in reaching consumers through their mobile devices. There is potential to deliver messaging to consumers that is perfectly matched to their intent. Yet much of the push marketing that I’ve experienced is anything but. Push without relevance is invasive. There is also a fine line between […]

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marketing with a/b testing

The rise of A/B testing has transformed marketing. Marketers can now instantly test and adapt messaging based on live data. A change in something as minor as the color of a call-to-action button can lead to performance improvements though the whole marketing funnel. Yet sometimes marketers follow the data blindly. Sometimes the data cart can lead the creative horse. This […]

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License Marketoonist comics License
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sponsored posts

Hugh MacLeod once cartooned “If you talked to people the way advertising talked to people, they’d punch you in the face.” Nowhere is this more apparent than in social media, particularly as brands migrate their commercial messages from ads on the side to sponsored posts in the center. I had a chance to go to Facebook’s headquarters recently and was […]

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License Marketoonist comics License
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marketing with personal data

A Chicago family recently received a promotional mailer from OfficeMax addressed to “Mike Seay/Daughter Killed in Car Crash/Or Current Business.” The Seay family lost their daughter less than a year earlier. Including “daughter killed in car crash” wording on the envelope was obviously a mistake, but the issue is far bigger than a typo. Having that sensitive data to begin […]

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License Marketoonist comics License
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  • Presentation $35 | Add to Cart
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  • Free to use in blog posts View Cart