Paul Parton
Member since March 2021- CSO The Brooklyn Brothers
- 10003 USA
- The 95/5 Rule (Or Why It's Important To Eat The Ice Cream) in
Planning & Buying Insider on
06/15/2026
Brand-building is about making yourself appealing to the 95% who are not in-market for your brand today, but will be in the future.
- What Roman Politics Teaches Us About Modern Marketing in
Marketing Politics Weekly on
04/28/2026
Cicero wrote the "Little Handbook on Electioneering" as a strategy memo for his brother's campaign for Roman consul in 64 BC. The parallels to modern marketing are uncanny.
- The Super Bowl And The Economics Of Creativity in
MediaPost Weekend on
02/07/2026
It may seem paradoxical that something we proactively avoid most of the time is something we actively love once a year, but the real paradox is why marketers don't encourage that kind of cultural
embrace of their advertising year-round.
- Media Amnesia And Brand Reinvention in
Planning & Buying Insider on
01/30/2026
I spotted a Tesla with a peace sign covering its T logo. The symbolism was clear - virtue signaling that "I like Tesla, but I don't like Elon's politics." It felt dated, out of place, an old story.
- 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.
- What Roman Politics Teaches Us About Modern Marketing
by
Paul Parton
(Marketing Politics Weekly on
04/28/2026)
Thanks for the comment Leo. I was going to reference Aristotle (I often do when talking about human insight and persuasion - "one who attempts to move people to thought or action must concern himself with their emotions...") but it started to make this piece a little complicated. What interested me about about Cicero's handbook was how timeless some of the tactical approaches were - hence the timeless/timely construct.
- Why We Can't Quit Marketing Attribution
by
Maarten Albarda
(Media Insider on
01/23/2026)
Great article. Thanks for sharing!
- 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.