Advertising News and Know-How
Today, health insurer Aetna is launching a new campaign themed, "What's Your Healthy?" Created by Arnold Worldwide and Digitas, the campaign seeks to do what so many health insurance providers are trying to accomplish: Engage their customers and get them to be "proactive" about their healthcare. Pushing healthy habits ultimately reduces healthcare costs, so it's not shocking to see most insurers focusing their …
Continue Reading about Healthcare Marketing Is Growing Like A Pubescent Teenager →
I see a lot of PR pitches, just like I see a lot of advertising. I don't mind the over-exposure, because it is my job and my passion. However, I do mind especially crass and often repeated attempts to reach me, and the general lowering of standards industry-wide. According to Ragan's PR Daily, the ratio of PR people to “pitchable” journalists is estimated at 4 to 1. This certainly explains my inbox. Here's …
Continue Reading about When Will PR Grow Up And Be All It Can Be? →
In a world where relationship marketing is the be all and end all, email wins again. A new study conducted by Lyris and recapped by Marketing Profs, lays out the argument for email (click for infographic). I'm surprised to see email rank higher than personal referrals. What does that say about the state of our friendships today? Maybe nothing. Another interesting data point in the graph is how far down …
I’ve long ago stopped paying much attention to people who throw around the word “branding” or keep harping on the meaning of “brand.” Because depending on where you work — an ad agency, a design firm, a digital marketing shop, etc. — branding and brand building means something different to you. Still, it’s illuminating to read a book like Idris Mootee’s 60 Minute Brand Strategist: The Essential Brand Book for …
Continue Reading about 60 Minute Brand Strategist Goes Deep Into Branding With Style →
User experience is front-and-center in this new anthem from Apple and TBWA\Chiat\Day. I like that Apple is asking the fundamental questions. "Will it make life better? Does it deserve to exist?" Imagine where the ad business would be today if we applied that filter in our work. But before I get caught up in Apple rapture, lets wrestle with this "Designed by Apple in California" signature to its knees. …
Continue Reading about Designed by Billionaires in California, Assembled by Poor Laborers in China →
Vonage isn't your father's mobile phone carrier. To prove it, the brand has enlisted a new Chief Generosity Officer, and taken a page from Geico's caveman in the process. This is JWT's first work for the brand. What do you think? Will the above philosopher of the people help educate mobile phone users about the "archaic ways" of other carriers? Brand Channel spoke to Barbara Goodstein, Vonage's CMO, about …
Continue Reading about Vonage Uses Crazy Street Person To Advance The Cause of Generosity →
David Gianatasio of Adweek explores the rare art of moving from an agency leadership role to CEO on the client side. Ironically, agency executives tend to suffer from, of all things, 'a branding problem,' according to Renée Richardson Gosline, assistant marketing professor at MIT's Sloan School of Management. She says recruiters and corporate boards have long perceived agencies as second-tier …
Continue Reading about Do You Work In A “Relatively Frivolous” Industry? →
Most of you reading this don't know me, but I'm quite an introvert. Long ago, an art director partner of mine said once, "You don't talk much...but you're thinking." Which is true. I'm the quiet one in meetings, which is often perceived as being distant and uncaring. And I'm sure my career has suffered because of it. Because in advertising agencies, it's the loud ones that get the attention, whether they know what …
Continue Reading about Quiet Doesn’t Always Work In Ad Agencies →
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