I like being a copywriter, but lately I feel like it is a bit of a lost art. An afterthought. Something the client supplies, or God forbid, the design team. This is not a positive development for copywriters, nor is it for clients and their customers who will ultimately judge the work (harshly by ignoring it completely). Sanam Petri, an associate creative director at R/GA London, writing in The Guardian …
Three Words For 2013: Socially-Optimized Microcontent
Looking into the crystal ball is a practice best reserved for characters in fairy tales. Unless it's your business to gaze ahead, which of course it is. Deep Focus, for one, isn't afraid to see things. Here's some of what the Ian Schaefer-run agency sees happening in 2013: Social platforms will become the primary digital reach mechanism for the savviest of brands The era of the newsfeed will …
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Make Useful Advertising, Make Yourself And Your Clients A Lot of Money
Journalist, turned blogging supernova, Andrew Sullivan announced this week that he will pursue a subscription-based revenue model and forgo advertising and venture capital support. We want to create a place where readers - and readers alone - sustain the site. No bigger media companies will be subsidizing us; no venture capital will be sought to cushion our transition (unless my savings count as venture …
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From Traditional To Digital To Integrated To Social To Instagram
The lack of distinctive agency brand positions has been a thorn in our industry paw for years. We've all heard the cobbler's children's shoes metaphor and the harangues from agency consultants telling us that despite our own branding skills, our sales propositions all sound alike. Lately there has been a slow shift to agency USPs that has been brought on by the increase of communications channels. When there was …
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If Your’e Going To Make Up Terms, Make Them Make Sense
"Native advertising refers to a specific mode of monetization that aims to augment user experience by providing value through relevant content delivered in-stream." That's how Solve Media describes the latest buzz word to emerge unchecked from the depths of the marketers' group mind. Of course, there is a full menu of definitions to choose from. But none of them make sense to me. Not even this one from …
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Automated Writing Will Either Replace Us Or Push Us To Do Better
I hadn't noticed it until now, but each week, my Fantasy Football team gets a nice matchup recap. Like this one: I have to admit, it's very cool. And creepy at the same time. A company called Automated Insights teamed up with Yahoo! this year to do this for each Fantasy Football game. That's millions of recaps. While this recap relies heavily on statistics to weave the story, the writing is quite …
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Coke Invests In Global Media Platform, Makes Its Own Media On The Side
Every company is a media company, Coke more so than others. According to The New York Times, Coca-Cola is now an investor in Spotify, to the tune of $10 million. Why would a beverage company join Fidelity Investments and Goldman Sachs in this latest round of funding for a streaming media company struggling to turn a profit? "Why not?" is the better question. Coke enjoys a market capitalization of $162 billion, …
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To Remain Or Become Relevant, Create Better Brand Experiences
Rob Schwartz of TBWA has seen the future of advertising and it is deeply interactive and personal. From his report in Forbes: The Tomorrow Awards were chock-a-block full of good Social ideas. One that impressed me was the Nike Social Response Lab. The Response Lab was a grand community conversation on social media featuring a team of illustrators, designers, and animators in one place who were able to …
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