Z.E.R.O. Adds Up To New Ways To Approach Marketing

Screen-Shot-2013-10-21-at-11-1.19.46-AM

One thing I’ve noticed over the last several years is that there are a plethora of marketing folks looking to brand their own theories and ways of looking at marketing. Add to that list Joseph Jaffe and Maarten Albarda’s Z.E.R.O.: Zero Paid Media as the New Marketing Model. I’ve appeared on The BeanCast with Joseph […]

When Did “Advertising” Become A Dirty Word?

Unknown

Are you in the content business? Or in the CRM business? Or in the brand engagement business? Congratulations. You’re in advertising. Perhaps if more advertising agencies, and advertising people, had the guts to admit what business they were in, they’d realize they have a simple purpose: working to increase sales and awareness for products and […]

Brands Need To Be More Canine, Not More Human

994864_10151982566098969_1185134454_n

Why do brands feel the need to say they’re “human”? This Ad Age article highlights the trend. I think more brands should be like dogs, not humans. Dogs simply have more qualities worth emulating. Dogs are loyal — when you feed them. Keep feeding them, pay attention to them, and they’re forever yours. Human loyalty […]

Mediacaddy Puts A Third Screen Right At The Bar

IMG_1413

I spent the past weekend visiting friends in Atlanta, and revisiting familiar haunts. So while taking in a little college football at a sports bar on Saturday, I saw a new (to me, at least) form of distraction: A rotating slide show screen housed in a napkin/straw dispenser, courtesy of a company called Mediacaddy. I’m […]

Coke Loses Fizz While Apple Surges

apple-most-valuable-brand-interbrand

It’s probably more of an blow to corporate egos than a real metric worth pondering, but as Adweek reports, this year’s Best Global Brands 2013 report by Interbrand places Apple on top, dropping the previous chart leader Coca-Cola to #3. The conventional not-so-much wisdom in the advertising and marketing industries for the past couple of […]

The Practical Pocket Guide To Account Planning Revisits An Established Discipline

81NpDablfvL._SL1360_

As a college-age intern in an ad agency, a Creative Director told me, “If I were you, I’d go into Account Planning.” He said it in the same way Dustin Hoffman was told to go into “plastics” in The Graduate. I’ve worked with a few smart planners, and even went to the 4A’s Account Planning […]

On Message Reminds Us To Stick To The Story

OnMessage

The more experience I get in marketing and advertising, the more impressed I am with the sheer skill and chutzpah of political message-makers. They work on their cause or their candidate with relentless focus, and even if it’s for a short campaign season, they craft messages that stick probably better than 99% of the consumer […]

The Macro Problems of Micromanaging the Creative Process

yahooo

We’ve all been there: Watching a CEO or high-level client rewrite copy or play art director. Don’t they have better things to do? Maybe not. CEOs and other senior executives call the shots, are accountable to many audiences, and more often than not, take it all personally because of their egos. For many of them, […]

Stop Tweeting Boring Sh*t Is NSFW At Boring Workplaces

stop-tweeting-boring-shit

Over the years, I’ve seen many ad agencies publish books of one kind or another. Many fall nakedly into the “here’s our proprietary process, along with case studies to back it up” genre. Others take a more compelling approach. Such is the case with Sausalito agency Division of Labor’s new book: Stop Tweeting Boring Sh*t: […]

The 3 Percent Conference Equals 100 Percent Valuable Conversation

3percent1

Back when it was first announced and details were scant, I made mention of the 3% Conference, an effort to call attention to the lack of female CDs in the ad industry. Since that time, conference founder Kat Gordon not only organized a successful conference in 2012, she’s doing it again this year. And she […]