Google believes in the power of good. That's why they're guided by Sergey's Don't Be Evil philosophy. It's a great ideal, but one that can be tough to uphold in an international business setting. You have to really mean it when you put ideas like that into your charter. According to David Drummond, SVP, Corporate Development and Chief Legal Officer at Google, Google really means it. Right now, in response to a …
During The Digital Decade I Became A Content Machine
In October of '01 Bill Gates spoke about the coming "Digital Decade" and how "more people and businesses would realize their potential" via the cultural and technical transformations underway. Josh Bernoff of Forrester now agrees Gates was right. He cites broadband penetration (80% of US households now have broadband), and impressive stats on the widespread adoption of mobile phones and mobile music players to give …
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Designing Digital Trails To Very Real Mountaintops
The trade press is fascinated by digital. Perhaps they believe their own existence depends on it, as well as the existence of the entities they daily report on. Adweek and Ad Age are both featuring articles about digital trends to look for in 2010. Ad Age reached out to Duncan Southgate and Ken Mallon for their take. Adweek put staff writer Brian Morrissey on the job. Among other things, Morrissey believes the …
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Undoing The “Creative Sensibility” Oxymoron
Ad Age enlisted Conor Brady, chief creative officer at Organic, to help explain the new playing field agency personnel find themselves on today. Brady says we're entering "the age of creative sensibility" which he characterizes as "a dramatic shift from the 'big agency' practices of the past." Specifically, Brady says creative directors today need to collaborate with peers outside the creative department, embrace …
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Now THIS Is Honesty In Advertising
At least they're up front about it. …
For Commodities To Compete, Real Value Has To Be Found In The Brand And the Experiences It Creates
Consumer packaged goods brands are losing share to less-expensive store brands, a fact that marketing execs working at CPG companies and their partners in agencies around the globe are trying to reckon with. According to eMarketer, and its new report there's hope for brands in online loyalty programs. In addition to regular e-mail communication, CPG marketers need to develop tactical social media hooks and integrate …
Digerati 3 – Adverati 7 In The First
Brian Morrissey of Adweek has been reading the latest report from Forrester so we don't have to. Forrester Research conducted a "state of interactive agencies" survey of about 100 global interactive marketers. It found just 23 percent believed their "traditional brand agency" is capable of planning and managing interactive marketing activities. About 46 percent did not believe them capable, with the rest neutral on …
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Online Advertising Does Work When It’s Properly Managed, Analyzed and Optimized
Frank Addante, CEO and Co-Founder of Rubicon Project wants to "keep the Internet free and fuel its growth." His team plans to do this by helping publishers make money from under-utilized online ad space. Addante describes Advertising 1.0 as relying on content as a proxy for advertisers to reach an audience. He says Advertising 2.0 is advertisers using keyword search as a proxy to reach audience. But, both these …
