Avenue A | Razorfish suggests we "treat every page like a home page." Every page is now a home page, each of which will have a wider reach, a lasting shelf life, and the ability to attract a new audience like never before. To capitalize on this, ensure that every page has a strong, clear global navigation scheme and related content that is visibly promoted. And don’t forget to make sure that display advertising gets …
The Definery
Diego Rodriguez, a partner at IDEO, endeavored to define marketing recently. He came up with a short version: Identifying desirable experiences, then delivering them. And a longer one from Harvard Business School: Marketers concern themselves with acquiring and retaining customers, who are the lifeblood of an organization. They attract customers by learning about potential needs, helping to develop products that …
The Brief from Sydney Has Arrived
Publicis Mojo, with offices in Sydney, Melbourne and Brisbane plucked a cherry assignment from Coca-Cola. According to Ad Age, the shop prevailed in an internal Publicis review to land global duties on Diet Coke. The global strategy will be implemented by local agencies already handling Diet Coke, known in some countries as Coke Light, either in the original format or adapted for the local market. In a handful of …