Insights
What the Iraqi market is telling us
Notes from the field: research findings, category shifts and the occasional argument about how marketing works here.
Why 360° marketing works in Iraq, and why it usually does not
Everyone offers integrated marketing. Almost nobody is structured to deliver it. The difference shows up at the handovers, and the handovers are where campaigns are lost.
Strategy
What shoppers actually notice, and how little of it is your advert
Mystery shopping keeps producing the same uncomfortable finding: most of what a brand spends on is not in the room at the moment of the decision.
Research
How to read a research report you did not commission
Five questions that separate a study you can act on from a slide pack that will agree with whoever paid for it.
Research
Iraq is not one market, and your plan probably assumes it is
Eighteen governorates, several media habits and at least three different retail realities. Averaging them produces a plan that fits nowhere.
Strategy
What a marketing budget is actually for
A budget is not a shopping list. It is a statement about which uncertainties you are willing to pay to remove, and in what order.
Strategy
Why your campaign died at the printer
The gap between an approved design and an installed one is where more brand damage happens than in any brief. Five things to decide before the artwork is signed off.
Production
Start with a conversation
Tell us the problem you have not solved internally. The first consultation costs nothing, and we will say if we are not the right people for it.