Dan Wieden and his ad agency are many different things to many different people. As far as I'm concerned, he's the copywriter's copywriter. His game-changing tagline for Nike has always summed up the sports brand in three perfect syllables. Just Do It. The brand mantra is now 30 years old and Nike wants to let its pirate flag fly. Nike wants to be "Nike the disruptor" again. The innovator. The champion. …
Social Media Managers Are Brand Activists, Not Chorus Girls
Wired's Jessi Hempel says what no one wants to admit: Women are preferred over men for social media management roles. Social media managers usually command less respect than PR managers, while taking on responsibility for an increasingly important distribution channel. The career has been referred to as the Pink Ghetto. Between 70 and 80 percent of social media workers self-identify as women on the salary …
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Spotify’s In-House Creative Team Is Raising The High-Bar
Spotify was named Ad Age's "In-House Agency of the Year" in February. Once upon a time, no one paid attention to in-house agencies. Today, the designation is a real honor. Let's take a look at some of Spotify's creative output... The brand turned popular playlist RapCaviar into a sub-brand "that could meaningfully connect with artists as well as our core hip-hop audience," said Jackie Jantos, Spotify's VP, …
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What Marketers Can Learn from Hootsuite Academy
Have you heard of Hootsuite Academy? The software company offers an array of educational offerings—including both free and paid social media courses. Hootsuite Academy offers social media training for teams and individuals. The training regimens appear to be a smart brand extension and a deep dive into brand utility (that flawlessly connects back to the company's core …
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Minute Maid Questions What Good Is, Decides, “this is GOOD”
Do you see picture-perfect people enjoying picture-perfect moments everytime you log on to social media sites? How does the highlight reel from other people make you feel? Minute Maid’s new brand campaign is encouraging parents to embrace their perfectly imperfect family moments and show how even though it’s not always Instagram-ready, “this is GOOD.” https://youtu.be/wY0ZYXhYiWQ Minute Maid partnered with …
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Publish Authoritative Content That Adds Value, Or No One Will Care
No. You're not imagining things. Content fatigue is real. According to a new study from BuzzSumo that looked at 100 million posts published in 2017, social sharing of content has been cut in half since 2015. That's a steep decline in a short period of time. We can blame poor quality and an increase in noise for this. For a more nuanced take, click through the following slides from BuzzSumo: Whatever and …
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Social Media Is A Breeding Ground For “Sowing Discord”
Buying followers—real or fake—on Twitter and other social media platforms has been an irritating problem for years. The shady firms who offer these services play the vanity card to perfection and it works. It works because we are human and humans need to organize. Like wolves, we need a pack leader, and people mistake high follower counts with quality and expertise. In some cases, a high follower count is …
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This Is Brand Storytelling
Leo Burnett is doing something smart on Instagram. The agency is using the platform to showcase its people in their natural settings. The images, like most photos on Instagram, are not from a formal photo shoot. They're casual snapshots, supported in some cases by Q+A in the comments. For example, creative director Scott Smith, in response to a question says, "The best creative always comes out of one idea building …
