Last week, Rob Campbell, head of planning at Weiden + Kennedy/Shanghai, wrote a piece about how W+K and Bartle Bogle Hegarty are what they are--firms at the forefront of commercial creativity--thanks to the hands-on, day-to-day concern shown by the now very rich founders. One thing I really like about W+K is that while the senior guys are ridiculously talented and smart and experienced … they welcome opinion, …
We’re Talking To A Lot of Inanimate Objects Today
The Oscars air on Sunday, along with more high dollar commercials. Like this one for the 2012 Hyundai Azera from director Wes Anderson, Moxie Pictures and Innocean USA. The car maker, which is the exclusive automotive sponsor of the awards for the fourth year in a row, plans to run nine spots during Oscar coverage, including two pre-show ads and seven during the awards. Two of the commercials, directed by …
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All Marketing Is Shopper Marketing, But I Digress
Are you tired of hearing about shopper marketing? Or no, maybe you are still wondering what the hell "shopper marketing" is? It's two words for retail, instead of one. Stuart Elliott calls shopper marketing "one of the hottest fields in advertising" in his piece on Team Enterprises, based in Fort Lauderdale, Fla. Team Enterprises is starting its shopper marketing division, to be called Team …
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Not Your Father’s CMO
Today's CMOs are more than marketers, they're "Marketing's CEOs." That's according to CMG Partners and their 4th Annual CMO's Agenda, a study of the latest trends and issues facing CMOs today. Based on interviews with 30 CMOs at U.S. companies, the study identified five trends affecting Chief Marketing Officers, including a reported increase in influence and credibility within the C-Suite, specifically with the …
Time To Pay The Paper Boy
News, particularly when it is local and thus not widely available, has marketplace value. Gannett, the nation’s largest newspaper publisher, is planning to mine that value by moving all of its 80 community newspapers doing business online to a paid model by the end of the year. Acccording to PaidContent, The New York Times and Forbes, the company expects this new online subscription model to contribute an …
In Advertising, There’s No Substitute For Experiencing
A while back, I wrote about my newfound friends at Seattle's egg and their Tomato Goodness brand. So should all agencies get into a business of some other kind? What kind of experience is lacking if all we focus on is making advertising? If we’re going to pursue more experiential marketing ideas, it helps to be experienced. And no, I don’t mean experience in the sense of having 20 years of creating ads. I’m …
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The Data Is Upon Us, Now What Do We Do With It?
According to Accenture, "the new high ground for data services is not in location-based apps. It is in a kaleidoscope of context that adds up to rich user experiences." Technet, which pointed me to the Accenture study, mentions Reach.ly as a good example of a service that is busy marrying content to context. Reach.ly is a direct marketing tool that hotels can use to identify potential guests in real time and …
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MySpace Is Social’s Comeback Kid
Specific Media and Justin Timberlake picked up MySpace last June from News Corp. for just $35 million. News Corp., of course, paid $580 million for the site in 2005 before running it aground. Now MySpace is growing again and the new owners have something to cheer about. According to CBS News and The New York Times, MySpace has added one million new members since December, when the company unveiled its revamped …