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 years has held that Coca-Cola's content efforts are paying off big time …
Digital Disruption Adds Complexity To The Job of Keeping Things Simple
Are you a change agent? If you work in advertising today, there is no doubt. According to The Wall Street Journal, a recent Adobe survey found that 76% of marketers think marketing has changed more in the past two years than in the past 50. Needless to say, digital is the great disruptor. Clearly, there is much opportunity in this turbulent media atmosphere -- new agencies with new specialties are being born. …
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CPG Brand Advertising In A Split-Screen World
It is Advertising Week in New York City. Of course AdPulp's editor, publisher and contributing writers are nowhere near New York City, so let's look to Bloomberg's coverage for a moment. Here is B. Bonin Bough of Mondelēz speaking to the impressed press about real-time marketing: "We can raise the overall ecosystem and ROI of our our media," Bough says. "We can raise the effectiveness of our television by …
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Take Jim Copacino’s Advice, Make Better Work Today and Everyday
Are you currently working on a bill stuffer for the local utility? Perhaps a flyer that will soon litter windshields in Wal-Mart parking lots across the land? Terrific, please stop what you are doing for a minute and consider how awesome your project can be. Jim Copacino, co-founder and executive creative director of Seattle agency Copacino+Fujikado says creatives need to forget about working for VW, …
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The Practical Pocket Guide To Account Planning Revisits An Established Discipline
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 Conference one year. But in 2013, has the role of an Account Planner changed? Chris Kocek takes a look in The Practical Pocket …
Whether Perpetrated By Bots or By Babies, Click Fraud Is A Crime
Digital advertising will account for 22.7% of all worldwide ad investments this year, or about $117.60 billion -- up 13% compared with 2012, according to estimates from eMarketer and Starcom MediaVest Group. I'm not certain this is a good thing. Unless, brands and their agency partners clearly know what they're doing with all that money. Post by AdPulp. I posted this new Adobe commercial from …
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On Message Reminds Us To Stick To The Story
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 products out there. We get a little glimpse into this thinking with Zach Friend’s On …
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Today on TV: Daddy’s a Florist and Granny’s a Love Baker
Unlike your mobster father, Ally Bank will not hide things from you. Hidden fees? Fuhgetaboutit. Post by AdPulp. Agency: Grey/NY Okay, let's switch the channel for a second. It's time to bake the world the better place with Toll House from Nestle. Post by AdPulp. On AdPulp's Facebook page, Paul MacFarlane says in response to the new commercial from JWT, "Their slogan is a rapacious lie …
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