Paul Parton

Articles by Paul All articles by Paul

• Modern Politics: The Din And Tinsel Of Marketing's Third Wave in Planning & Buying Insider on 11/12/2025
  

  TL;DR Mamdani won a landslide victory in the New York Mayoral race because his campaign focused on progressive marketing theory not just progressive policy. Humbug, I say.

• Precision In Performance in Planning & Buying Insider on 10/23/2025
  

  Some jaw-dropping stats: we spend 80% of our waking hours consuming media, including 5.3 trillion-plus ads each year. That's trillion with a T.

• Do We Even Need Brands? in Planning & Buying Insider on 09/29/2025
  

  Brands are irrelevant. And they've never been more important. Just ask my boyish self.

• Everything Is Content, Everything Is Commerce in Planning & Buying Insider on 08/26/2025
  

  Jake Paul is not a good boxer. That's right, I said it. Jake Paul is rubbish at boxing. But he managed to get 108 million of us to watch a boxing match that we pretty much knew would be bad. And he got paid $40 million for it.

• The Modern Funnel: The Bottom Won't Work If The Top Ain't Full in Planning & Buying Insider on 07/21/2025
  

  Legacy marketers still anchor their brand-marketing in traditional paid advertising. In the current performance-marketing era, the reality is they can't afford to do that anymore.

• Is It Time For A New Channel-Planning Discipline? in Planning & Buying Insider on 06/16/2025
  

  Two recent stories suggest an approach to channel-thinking or channel-planning that goes beyond classic campaign-thinking -- one that understands and can impact the social diffusion of ideas.

Comments by Paul All comments by Paul

• Precision In Performance by Paul Parton (Planning & Buying Insider on 10/23/2025)
  

  Thanks for the comment Ed. I hadn't seen your research. It sounds like it deserves a wider audience. Your eyes-on-screen stat is quite an eyebrow raiser itself. I'm sure you have more accurate data but my admittedly fuzzy math suggests that on that basis, we might be wasting $40 Billion a year on TV ad spend too. (That's the GDP of Cyprus...)

• Do We Even Need Brands? by Paul Parton (Planning & Buying Insider on 09/29/2025)
  

  Yes, good points Ted and I agree with all of them. Although #3 will be one to watch. If they can manage their cash flow and the efficiency of their supply chain, then these 'non-brands' may be able to continue to steal at scale. Thanks for reading.

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