• Graham Hall

Adidas: We over-invested in digital advertising

Can we call this out for what it is: Lack of common sense. Lack of gut instinct. Lack of understanding people.


"That led Adidas to over-invest in paid search, for example, an error it uncovered in its Latin America market when a breakdown at Google AdWords and therefore inability to invest in paid search didn’t lead to a dip in traffic or revenue coming from SEO."


Unbelievable. Digital advertising is a tactic not a strategy. How hard is this to understand?

Digital advertising is a tactic not a strategy. How hard is this to understand?

It's all explained in an article in the latest edition of Marketing Week (Oct 2019)


Adidas: We over-invested in digital advertising

Adidas admits that a focus on efficiency rather than effectiveness led it to over-focus on ROI and over-invest in performance and digital at the expense of brand building.


Read the article in Marketing Week here: Adidas Marketing Effectiveness


At the risk of sounding like a stuck record, I outlined all this in my 2017 paper "Putting analog back into insight". In it I identify 4 factors that explain the mindless shift to digital:


  1. 'What Gets Measured Gets Managed'

  2. 'The Numbers Game'

  3. 'The Analog Alien'

  4. 'The Strategy Scrum'

You can read the whole paper here: Say big data one more time


Digital advertising is a tactic, not a strategy. It's time to wake up and smell the coffee. People live in an analog world.


The Saturn Project specialises in building brands people trust

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