J&J Continues To Meet Its Customers At Common Points of Interest

There are 2,000 people, many from prominent client organizations, currently gathered in Orlando for the 2012 Association of National Advertisers’ Masters of Marketing conference. One client-side marketer of note, Kimberly Kadlec of Johnson & Johnson, said from the stage today, “We are responsible to connect with people in ways that are instructive and not disruptive.” […]

Find Your Way To Tolerance And Other Wonderful Places

Today, we must ask ourselves what is the difference between content and a commercial? Some say that content is everything, thus the innards or makings of a commercial. Though technically that is true, I don’t define content that way. In a marketing context, content is the long-form narrative thread that customers connect with because it […]

Look Ma, We’re On TV

When I worked for BFG Communications, we put hundreds of bands on stage for Camel every year, and it was my job to extend the event marketing opportunity to the web via content capture from the events. We had tons of ideas on how to grow this integrated/relationship marketing loop, and do more for the […]

From Client Service To Serving Readers What They Want

Baba Shetty Named CEO of Newsweek Daily Beast Company - The Daily Beast

I don’t pay much attention to personnel moves in the communications industry, despite the number of press releases I receive on the subject. Of course, if I know the person moving jobs then I am interested. And when the move is from ad agency leadership to CEO of a well known media company, then there’s […]

Use The Knowledge In Your Brand To Empower Your Prospects and Customers

Tractor

Content marketing, I’m sad to say, is fast becoming the new social media. In other words, what has always been a fundamental part of the marketing mix, is now a cliché falling from brand manager’s lips at an unspeakable rate. And this means noise — lots and lots of noise. As with advertising, the trick […]

Do You Point, Shoot And Edit On The Fly?

Content marketing, and online video in particular, is the well we return to again and again. Because it’s an exciting new opportunity for brands, and for the storytellers they hire to weave their brand-sponsored narratives. Increasingly, brands are bypassing the agency option altogether, and going directly to production companies or media companies for content solutions. […]

Two Turntables And A Microphone Not Necessary

dowesheet

Leave it to a musician to show us the infinite possibilities in form, and in marketing. You may have heard, Beck is releasing his new album as sheet music only. That’s correct, there will be no disc and no downloadable tracks. And Beck’s label for this project isn’t a label at all, it’s San Francisco […]

“Native Advertising” Is Advertising That Fits The Media Vessel Better? #IDK

The changes in today’s advertising landscape are dramatic. That’s why we must diligently create new words and new frames for our words, because old words and old frames are inadequate vessels for bold new frontiers like “Native Advertising.” What the hell is Native Advertising? Is it David Kennedy’s work for American Indian College Fund? No, […]

SOREL Challenges Women To Get Their Boots Dirty

Dirty_boots

SOREL, a brand owned by Columbia Sportswear, is featuring “fiercely independent, creative and inspiring women who are living out their passions” in its new Get Your Boots Dirty ad campaign from Butler, Shine, Stern & Partners. Kimberly Barta, SOREL’s senior global brand director, said, “Women tell us they feel a sense of fearlessness and strength […]

What Happens When You Cross Schoolhouse Rock With ze frank

THNKR is a new original channel on YouTube from @radical.media, a firm with a ton of success making commercials. The new channel on YouTube features four main sections: BOOKD, EPIPHANY, PODIUM and PRODIGIES. Here’s a sample of newly produced “evergreen” content from THNKR’s PODIUM series on the art of speechmaking. Justin Wilkes, Executive Vide President […]