Lawson Clarke, Experience, Media Usage, McCafe

Former Arnold creative Lawson Clarke is trying to regain his rightful place in the advertising economy by advertising himself into a new gig. He is doing so via malecopywriter.com.
lawson-clarke

Experience the world instead of talking about experiencing the world
The signature behavior of people who routinely achieve innovative outcomes is that they constantly seek to experience the world instead of talking about experiencing the world.

This is a revelation? According to data from psychographic-research company Mindset Media, personality is often a more effective prediction tool for media usage than age, gender and income. “We had a hunch that people’s personalities played into the kind of media they consumed,” said Sarah Welch, Mindset Media co-founder and chief operating officer. “Demographics have long been thought to be [the indicator for] media consumption. Young people use the web and watch TV, for instance. But there are so many different effective ways to reach people … using whatever psychographic your target segment has.”

Marketing Blitz for McCafe Is on the Way
Whoever said mass marketing is dead never worked at McDonald’s. The master of the McBlitz is about to outdo itself with its long-awaited national campaign for its new coffee line, touted as the biggest launch in its history — no small feat for a company that regularly drenches consumers in marketing.

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