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The F Rant

The website of Constantine Frantzeskos.

Digital strategist to the world's biggest organisations.
Founder. Non-Executive Director. Startup Advisor.

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    © 2021 Constantine Frantzeskos
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    Marketing

    There is only really one sustainable way to increase profits over the long-term – marketing.

    The new FlyBuys ad is amazing, and it’s a reminder of how advertising has lost its way

    The new FlyBuys ad is amazing, and it’s a reminder of how advertising has lost its way

    17 February 2021

    There are some talented people in the industry. And when I see an ad like this, I think… Why can’t it be this good all of the time?

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    Why are all US Presidential campaigns asking you to text?

    25 February 2020

    Mobile is looking like the key campaign channel in the 2020 Presidential election campaign.

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    The most valuable part of Tiffany is the colour blue. LVMH paid $US16bn for it.

    The most valuable part of Tiffany is the colour blue. LVMH paid $US16bn for it.

    26 November 2019

    When LVMH bought Tiffany, LVMH’s CEO Bernard Arnault was particularly interested in Tiffany’s distinctive blue packaging.

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    Delusional “brand purpose” is destroying businesses

    21 November 2019

    There’s a new scourge harming jobs and business. It’s a form of addiction. Not Opium addiction, but OPM addiction.

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    Private health insurers should innovate, instead of rent-seek

    Private health insurers should innovate, instead of rent-seek

    4 October 2019

    PHI should be the central concierge that gathers data in order to better diagnose or prevent health issues.

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    How to spot a good marketer? Through their definition of competition.

    How to spot a good marketer? Through their definition of competition.

    2 October 2019

    Late one afternoon, I was sitting with group of executives from a large sports team with a global profile. In their slick office, they’d gathered…

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    One home for all of my news, please

    17 March 2019

    All you can eat news services with a subscription or micropayments model is really fantastic.

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    Shoes of Prey – another example of why influencer marketing is a surefire way to go broke

    Shoes of Prey – another example of why influencer marketing is a surefire way to go broke

    13 March 2019

    Influencer marketing is a low reach marketing tactic that appeals to a small number of frequent / highest users of the brand, but does not sufficiently grow the number of buyers / customers.

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    I’m in B&Ts “Meet the Futurists” – marketing trends & predictions

    I’m in B&Ts “Meet the Futurists” – marketing trends & predictions

    5 March 2018

    B&T has come out with a new feature, “Meet The Futurists”. They asked me and a number of fellow marketing and advertising leaders what our…

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    Mumbrella advertising review: Qantas (great), CUB (OK), Black Hawk (half-baked) and nab (forgettable)

    1 March 2018

    Mumbrella asked me to review a series of current Aussie ad campaigns. Here’s what I said: 1. Qantas → was bringing the iconic “I still…

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    The Subscription Economy expands: BMW to Charge $80 Annual Fee for Apple CarPlay

    The Subscription Economy expands: BMW to Charge $80 Annual Fee for Apple CarPlay

    24 January 2018

    More on the Subscription Economy. This time, the automotive industry. We’re used to paying a monthly fee for roadside assistance. We’re used to paying a…

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    When Growth Stalls: How to Boost Growth in Large Organisations

    9 August 2017

    The push to start new businesses continues. In Q1 2017, the number of seed and angel deals increased by 1.4 per cent compared to Q1…

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    Why marketers should cut social media budgets

    Why marketers should cut social media budgets

    14 July 2016

    All too often, brands invest millions of dollars into social media for the wrong reasons. Paid advertising is a more effective way to acquire new…

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    I Sea: Awards are not the purpose of advertising

    I Sea: Awards are not the purpose of advertising

    23 June 2016

    I worked in the music industry for many years, with many globally renowned artists, songwriters, composers, producers and musicians, from Max Martin to Mutt Lange…

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    The Five Faces of Social Media

    The Five Faces of Social Media

    23 February 2016

    Very often, I will be in a discussion with a client where they espouse the virtues of social media. They’ll suggest that social media is…

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    How Facebook Reactions will change social media

    How Facebook Reactions will change social media

    13 October 2015

    Facebook has confirmed it’s now testing a new Reactions feature in Ireland and Spain which may be soon rolled out worldwide. Essentially the Reactions feature…

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    Why McDonald’s was right to snub Burger King

    Why McDonald’s was right to snub Burger King

    31 August 2015

    Ambush is a key tactic in war and McDonald’s executives have had to endure an ambush of a bizarre nature. Burger King’s attempt to create…

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    McDonald’s new unbranded campaigns are actually very distinctive

    McDonald’s new unbranded campaigns are actually very distinctive

    19 March 2015

    McDonald’s recently released a series of advertisements which are completely stripped of any branding, yet the brand is still instantly recognisable. The ads show a…

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    2015 Super Bowl ad review: PART 2

    2015 Super Bowl ad review: PART 2

    24 February 2015

    As I wrote two weeks ago, unbranded ads are a waste of time and money. TSN just released the results from its analysis of the 2015 Super Bowl ad campaigns, which…

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    Facebook’s new call-to-action button

    Facebook’s new call-to-action button

    19 February 2015

    Facebook has just released a new call-to-action button for company pages. The call to action button sits on the right hand side of a page’s…

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