Marketing dilemmas that keep me up at night, so you can get some sleep.

I proudly represent Your Ordinary Consumer

Working in marketing with 35 years of experience with spending money and skipping ads, I can’t help but notice how very often there’s a rather large gap between what us comms professionals invent, and what normal people actually get when sunk into their couch after a long day. That’s why I represent Your Ordinary Consumer.

Meet Your Ordinary Consumer

Data > Dogma

You believe above the line advertising will take your business to the next level. I help you prove it, so your boss understands ATL isn’t a leap of faith.

Find out more

“Everyone could and should set up their campaigns to generate evidence like this. Great stuff.”

— Fredrik Samanta, CMO

Trained marketing nerd, often found at campsites

When I’m not making Europe fall in love with campervan travel, I tend to publish about brandbuilding on the marketing media you know and love.

Things I do and love

Enjoy my teams’ very best Marketing work

Seriously scary snail mail? Sure. Drive in film premiere with Disney+? Yep. Editorial coverage in the German Playboy? Ja klar! Accidentally inspiring people to join the gym? Why not.

Happy browsing

articles I wrote at 4 am

Featured

Advertising, Attribution, Market Orientation, ATL

Each Of These 49 People Ignored My Ad

Advertising, Attribution, Market Orientation, ATL

The evidence is clear: everyone ignores our ad. So, should we give our ad agency a call? Nope, because the ads were very effective. How could that be?

Advertising, Attribution, Market Orientation, ATL

Marketing, Market Orientation, Your Ordinary Consumer

A Letter From Your Consumer

Marketing, Market Orientation, Your Ordinary Consumer

I got sent a letter from your consumer. They have a few things they wanna get off their chest.

Marketing, Market Orientation, Your Ordinary Consumer

ATL, Advertising, Attribution

How We Successfully Proved Advertising Effectiveness

ATL, Advertising, Attribution

How do you prove the effectiveness of your above the line campaign? And how can you keep investing in these advertising channels with confidence? Read how we did it.

ATL, Advertising, Attribution

ATL, Advertising, Branding

How To Set Up Your First Above The Line Campaign

ATL, Advertising, Branding

Where do you start for your first above the line campaign? Find out which things you need to decide on or get in place first.

ATL, Advertising, Branding

Branding, ATL, Advertising, Strategy

Why Would You Consider Above The Line Advertising?

Branding, ATL, Advertising, Strategy

Why would you consider above the line advertising? Read all about why we decided to run our first ATL campaign, and what the 4 key benefits were for us.

Branding, ATL, Advertising, Strategy

Attribution, Advertising, Strategy

Not One Single Attribution Model Gets It Right. This Is How To Fix It.

Attribution, Advertising, Strategy

Not one single attribution model gets it right. That’s why you wanna combine multiple types of reporting. This is how you do it.

Attribution, Advertising, Strategy

Strategy, Positioning, Market Orientation

The Thing About Competition

Strategy, Positioning, Market Orientation

Competition is a funny thing. It can drive a marketer crazy, even borderline paranoid. But at the same time, the entire concept doesn’t even exist in the real world. Normal people just see choice.

Strategy, Positioning, Market Orientation