Taking Down Goliath Is Digital 101 For The Davids Of Business


If there’s one true thing you say about digital marketing, it’s that any business, no matter how small, has a chance to use it to expand awareness and sales. But too many small businesses simply don’t have the time or resources to do digital properly. The simple lessons needed to ramp up digital marketing are […]

New Books: Hooked and Targeted


In Hooked: How to Build Habit-Forming Products, Nir Eyal lays out a four-step process called the Hook Model for creating the types of products and services that keep people coming back for more. Although many of the examples he uses are online-oriented (Yelp, Twitter, The Bible App), there are plenty of lessons here for folks […]

Ad Agencies Looking To Win More Business Need The Levitan Pitch


I suppose in a perfect world, a client in need of an advertising agency would point to an ad campaign they admire and say, “Let’s hire the people who did that.” We wouldn’t need the agency pitch process that is part ‘Dating Game,’ part dog and pony show, part theater, and part…well, part marketing services […]

Powers Of Two Examines The Best Creative Teams


Of all the mistakes I’ve made in my advertising career, perhaps the biggest ones were not staying partners with two art directors with whom I had a great working relationship. One left an agency I was working at, the other I left behind for another agency. Because, as I’ve learned the hard way, a great […]

Brandjack Chronicles The Brouhahas Of Marketing


Nearly every marketing book I review for AdPulp contains a handful of case studies or brand examples. But they have nothing on the sheer quantity of case studies and “learnings” to be found in Brandjack: How Your Reputation Is At Risk From Brand Pirates and What To Do About it by Quentin Langley. “Dell Hell” […]

Storyscaping Offers Good Advice Wrapped In Self-Promotion and Buzzword Bingo


It really has become quite the phenomenon for ad agencies to roll up their trademarked processes and new business presentations in full-length books. We get a strong whiff of that in Storyscaping: Stop Creating Ads, Start Creating Worlds by Gaston Legorburu and Darren McColl of SapientNitro. At its core, Storyscaping is essentially an exhortation we’ve […]

Mobile Magic Reveals Some Not-So-Secret But Valuable Information


I can’t say that I’ve ever associated “Saatchi & Saatchi” with “mobile,” but as we’ve seen before, it’s an agency that’s quite fond of dropping books as self-promotional pieces. This time around, we get a little more useful information in Mobile Magic: The Saatchi & Saatchi Guide to Mobile Marketing by Tom Eslinger. Now, keep […]

Power Branding and Unconscious Branding Provide Two Great Viewpoints


Two books – one new, one newly in paperback – provide equally valuable looks at branding from two very different perspectives. I’ve always liked Steve McKee’s columns on BloombergBusinessweek.com, and he’s taken the best of them (I like that idea too!) and weaved them into Power Branding: Leveraging the Success of the World’s Great Brands. […]

The Insanity Of Advertising Tells War Stories From A New Angle


I’ve read a lot of memoirs written by ad folks. “Mad Men” has inspired a whole slew of folks to tell it like it was. But there are two good reasons to recommend Fred Goldberg’s The Insanity of Advertising: Memoirs of A Mad Man. First, because Fred’s an account guy. And he’s not, thankfully, writing […]

Data Smart Appeals To The Marketing Number Crunchers


The use of data and analytics is far from perfect, but there are ways to use more information to effectively plan and track your marketing efforts. If you’re a data wonk in pursuit of answers to the above riddle, Data Smart: Using Data Science to Transform Information into Insight by John Foreman might be the […]