Archives for April 2013

Marketers Are Brand Architects And Building Brands Takes More Than Math

Fact: When it comes to marketing spending, analog still outstrips digital by a factor of three to one. Jake Sorofman, an analyst with Gartner, supplied the cold hard fact above in a Harvard Business Review article. It’s the kind of fact that my friend Bob Hoffman likes, and likes to use to convince CMOs and […]

Valuable Lessons Learned At Wexley School For Girls

SEATTLE—There are rubber chickens hanging in the agency’s storefront-like window facing 5th Avenue in downtown Seattle. There’s a giant statue of Merlin greeting you at the door. There’s a jar full of white powder marked “cocaine” in the bathroom. The CEO’s office is decorated like a butcher shop, and the CCO’s office resembles a set […]

Cotton Cozies Up To Soap Star Turned Country Singer Hayden Panettiere

Hayden Panettiere is the latest face, form and voice to promote cotton’s role as a versatile textile fiber. No, I didn’t write the above lede, but I want you to see it, since it takes imagination to come up with this kind of PR copy. Okay, on to the spot. Does it make you want […]

Subtlety? FAQ That Ship.

So in the past two weeks, we’ve seen a couple of spots go for a disguised profanity joke. And they’re getting attention. First, the Kmart “Ship My Pants” spot: And now, the Philips Norelco “I’d FAQ Me” spots: As I learned when I wrote this Talent Zoo column about cursing, clearly there’s something about cursing, […]

Like A Zen Master, Tom Asacker Explains The Business of Belief

When we change our actions, we also change our beliefs. And what we believe compels further action. It is a virtuous cycle, and understanding its elemental framework can help you to connect with and motivate people. “People are drawn across the bridge of belief by their anticipation of a better experience and a better life. […]

Buzzfeed Spreads Content Around Like Butter On Toast

Native advertising is a stupid name for a decent development in media circles. Regardless, sponsored content is on a lot of media and marketing minds today, because online advertising is a disaster from a brand building perspective. Native is definitely on the mind and the desktop of Jonah Peretti, MIT grad and co-founder of BuzzFeed […]

Your Ads Are Lovely, But Please Make Me A Product That Sings

Agency staff are no longer content with making ads. And the lack of contentment does not stop there. Agency staff are no longer content with making brand-sponsored content or content for the social stream. To fully activate the creative mindset and employ all the great tools available today, agency staff of the world must make […]

Coke Zero Even Makes PowerPoint A Bit More Refreshing

This is a pretty fun look at the thinking behind Coke Zero’s sponsorship of March Madness. From Droga5: I’m not sure exactly when or where else it appears other than SlideShare, but that’s enough to suspect it’ll get passed around the office by basketball lovers.