Laura Oppenheimer of The Oregonian called around to see how things in the Portland agency scene are progressing in this time of tumult. Here's one factoid she uncovered that I find interesting. The state is home to more than 300 advertising firms that employ 1,900 people. The average wage, according to state figures: a cool $64,000. One of the conclusions Oppenheimer draws is that digital firms may benefit, as …
Let’s Not Get Carried Away With All the Tweaking and Testing
Digital media is trackable and malleable. These two facts are creating new opportunities in marketing services and a degree of tension in Old Adlandia. According to The New York Times, "a new breed of companies" is emerging to tweak the hell out of online creative. They create hundreds of versions of clients’ online ads, changing elements like color, type font, message, and image to see what combination draws clicks …
Continue Reading about Let’s Not Get Carried Away With All the Tweaking and Testing →
Women Like To Get Things Done Online
According to Ad Age, if packaged goods marketers want to reach busy women, they need to do it online. Microsoft, Mindshare and Ogilvy & Mather have been studying women they call "digital divas." Let's examine some of their findings: "There are women we found who actually have standing orders with Amazon for their toilet paper," said Beth Uyenco, global research director at Microsoft. Shopping for laundry detergent, …
Continue Reading about Women Like To Get Things Done Online →
Branding’s Foundational Concepts Are Being Rewritten On the Fly
Writing in Adweek, Bob Greenberg, chairman of R/GA in New York works out one of the more important topics of our advertising day. Namely, how in the world a brand can remain consistent in its messaging when it has to be everywhere at once, constantly on and open to dialogue. First, brands cannot be created and managed in a top-down approach. Gone are the days when branding companies could create a brand identity …
Continue Reading about Branding’s Foundational Concepts Are Being Rewritten On the Fly →
