Advertising Age

  • Most Topular Stories

  • Setting the Record Straight on Viewability, Fraud and Metrics

    Advertising Age - Blog Posts
    21 Nov 2014 | 7:35 am
    The marketing industry needs to work together to address ad viewability and fraud issues, writes Bob Liodice.
  • Ad Tech Fuels an Awkward Ad Juxtaposition for an Oil Company and The New York Times

    Advertising Age - Complete Feed
    26 Nov 2014 | 9:00 am
    An in-depth New York Times report last weekend looked at the downside of North Dakota's oil boom, and cast energy companies in a poor light -- except for one called Statoil, which is actually called out for its impressive safety record. In the story's mobile version, a display ad for Statoil appeared just a few paragraphs from where the company is approvingly mentioned.Was this an egregious breach of the Times' famous wall between advertising and editorial? No, but it highlights the occasional shortcomings of selling ads through automated auctions. Continue reading at AdAge.com
  • Marketers: Make Cyber Monday More Than a One-Day Deal

    Advertising Age - Blog Posts
    26 Nov 2014 | 7:00 am
    There are five ways brands can turn customers into marketers on Cyber Monday, Mark Cooper writes.
  • Ad Tech Fuels an Awkward Ad Juxtaposition for an Oil Company and The New York Times

    Advertising Age - Latest News
    26 Nov 2014 | 9:00 am
    An in-depth New York Times report last weekend looked at the downside of North Dakota's oil boom, and cast energy companies in a poor light -- except for one called Statoil, which is actually called out for its impressive safety record. In the story's mobile version, a display ad for Statoil appeared just a few paragraphs from where the company is approvingly mentioned.Was this an egregious breach of the Times' famous wall between advertising and editorial? No, but it highlights the occasional shortcomings of selling ads through automated auctions. Continue reading at AdAge.com
  • Omnicom Takes Ownership of Critical Mass While EVB Goes Indie

    Advertising Age - Agency News
    26 Nov 2014 | 4:00 am
    Omnicom is taking full ownership of digital agency Critical Mass as its digital creative shop EVB buys back its independence. "Omnicom is pleased to increase our majority stake in Critical Mass," said an Omnicom spokeswoman. "Critical Mass is a highly successful global digital marketing agency with a strong management team led by Dianne Wilkins, a digital veteran. They are an important asset to our portfolio of agencies and work with many of our top clients around the world." "I can confirm that EVB is no longer a part of the group," she added. Continue reading at AdAge.com
  • add this feed to my.Alltop

    Advertising Age - Complete Feed

  • Ad Tech Fuels an Awkward Ad Juxtaposition for an Oil Company and The New York Times

    26 Nov 2014 | 9:00 am
    An in-depth New York Times report last weekend looked at the downside of North Dakota's oil boom, and cast energy companies in a poor light -- except for one called Statoil, which is actually called out for its impressive safety record. In the story's mobile version, a display ad for Statoil appeared just a few paragraphs from where the company is approvingly mentioned.Was this an egregious breach of the Times' famous wall between advertising and editorial? No, but it highlights the occasional shortcomings of selling ads through automated auctions. Continue reading at AdAge.com
  • Dish Extends CBS Deal Another Week as Yet Another Standoff Looms

    26 Nov 2014 | 8:34 am
    CBS Corp. and Dish Network extended a programming agreement into next week, keeping the most-watched TV network on the air for Dish's 14 million satellite-TV subscribers while the parties negotiate.Last week, the companies agreed to a five-day extension as they work toward a long-term fee arrangement for Dish viewers to continue getting CBS shows such as "The Big Bang Theory" and "NCIS."Dish is juggling more than just the CBS talks. Last week, the Englewood, Colorado-based company restored channels from Time Warner's Turner Broadcasting, including the Cartoon Network and CNN, to its service…
  • Coca-Cola China Looks to Crowdsourcing Platform for Extra Creative Fizz

    26 Nov 2014 | 8:03 am
    Coca-Cola China is looking for some new ideas, so it's put a challenge to creatives on a crowdsourcing platform, asking for videos that show what Coke tastes like."Don't create an ad for Coke -- we are interested in your creative point of view about the taste," reads Coke's brief on the crowdsourcing platform eYeka. "If you had to explain to an alien who has never tried it before, which particular element of the Coke taste experience would you talk about, and what creative expression would you show him to get him to crave a sip of that Coke taste?"Coke has used crowdsourcing before, including…
  • Europe Wants Google to Extend Its 'Right to be Forgotten' to U.S. Searches

    26 Nov 2014 | 7:40 am
    Google will have to change how it applies the right to be forgotten to its websites beyond the European Union under rules drafted by the E.U.'s privacy chiefs.The guidelines also rebuke the owner of the world's most-used search engine for routinely notifying news outlets about story links it has removed -- a process that has thrown some people who'd sought extra privacy back into the media spotlight."All the extensions are included, including the .com," Isabelle Falque-Pierrotin, head of the EU group of 28 privacy watchdogs, told reporters in Brussels today. "There is no legal basis for…
  • Marketers: Make Cyber Monday More Than a One-Day Deal

    26 Nov 2014 | 7:00 am
    The customer journey on social media can be simplified like this -- brands spend countless hours engaging an audience, working hard toward that elusive moment when a Facebook or Twitter user converts into a customer. The idea is that repeated engagement eventually leads to a sale.Cyber Monday presents an opportunity for marketers to reverse that journey. With customers flocking to online sales, the opportunity to turn customers into an engaged audience -- and even more ambitiously, turn them into marketers -- is ripe for brands looking past the holiday shopping season. On no other day is…
 
  • add this feed to my.Alltop

    Advertising Age - Latest News

  • Ad Tech Fuels an Awkward Ad Juxtaposition for an Oil Company and The New York Times

    26 Nov 2014 | 9:00 am
    An in-depth New York Times report last weekend looked at the downside of North Dakota's oil boom, and cast energy companies in a poor light -- except for one called Statoil, which is actually called out for its impressive safety record. In the story's mobile version, a display ad for Statoil appeared just a few paragraphs from where the company is approvingly mentioned.Was this an egregious breach of the Times' famous wall between advertising and editorial? No, but it highlights the occasional shortcomings of selling ads through automated auctions. Continue reading at AdAge.com
  • Dish Extends CBS Deal Another Week as Yet Another Standoff Looms

    26 Nov 2014 | 8:34 am
    CBS Corp. and Dish Network extended a programming agreement into next week, keeping the most-watched TV network on the air for Dish's 14 million satellite-TV subscribers while the parties negotiate.Last week, the companies agreed to a five-day extension as they work toward a long-term fee arrangement for Dish viewers to continue getting CBS shows such as "The Big Bang Theory" and "NCIS."Dish is juggling more than just the CBS talks. Last week, the Englewood, Colorado-based company restored channels from Time Warner's Turner Broadcasting, including the Cartoon Network and CNN, to its service…
  • Coca-Cola China Looks to Crowdsourcing Platform for Extra Creative Fizz

    26 Nov 2014 | 8:03 am
    Coca-Cola China is looking for some new ideas, so it's put a challenge to creatives on a crowdsourcing platform, asking for videos that show what Coke tastes like."Don't create an ad for Coke -- we are interested in your creative point of view about the taste," reads Coke's brief on the crowdsourcing platform eYeka. "If you had to explain to an alien who has never tried it before, which particular element of the Coke taste experience would you talk about, and what creative expression would you show him to get him to crave a sip of that Coke taste?"Coke has used crowdsourcing before, including…
  • Europe Wants Google to Extend Its 'Right to be Forgotten' to U.S. Searches

    26 Nov 2014 | 7:40 am
    Google will have to change how it applies the right to be forgotten to its websites beyond the European Union under rules drafted by the E.U.'s privacy chiefs.The guidelines also rebuke the owner of the world's most-used search engine for routinely notifying news outlets about story links it has removed -- a process that has thrown some people who'd sought extra privacy back into the media spotlight."All the extensions are included, including the .com," Isabelle Falque-Pierrotin, head of the EU group of 28 privacy watchdogs, told reporters in Brussels today. "There is no legal basis for…
  • Marketers: Make Cyber Monday More Than a One-Day Deal

    26 Nov 2014 | 7:00 am
    The customer journey on social media can be simplified like this -- brands spend countless hours engaging an audience, working hard toward that elusive moment when a Facebook or Twitter user converts into a customer. The idea is that repeated engagement eventually leads to a sale.Cyber Monday presents an opportunity for marketers to reverse that journey. With customers flocking to online sales, the opportunity to turn customers into an engaged audience -- and even more ambitiously, turn them into marketers -- is ripe for brands looking past the holiday shopping season. On no other day is…
 
  • add this feed to my.Alltop

    Advertising Age - Agency News

  • Omnicom Takes Ownership of Critical Mass While EVB Goes Indie

    26 Nov 2014 | 4:00 am
    Omnicom is taking full ownership of digital agency Critical Mass as its digital creative shop EVB buys back its independence. "Omnicom is pleased to increase our majority stake in Critical Mass," said an Omnicom spokeswoman. "Critical Mass is a highly successful global digital marketing agency with a strong management team led by Dianne Wilkins, a digital veteran. They are an important asset to our portfolio of agencies and work with many of our top clients around the world." "I can confirm that EVB is no longer a part of the group," she added. Continue reading at AdAge.com
  • Barilla Taps Dentsu Aegis' 360i as Its First U.S. Digital Agency of Record

    25 Nov 2014 | 4:00 am
    Italian pasta brand Barilla has hired Dentsu Aegis' 360i as its first digital agency of record in the U.S."360i impressed us with their track record, consumer insights and deep experience positioning brands to succeed in today's rapidly-evolving digital landscape," said Beth Reilly, senior director of digital and social marketing for the Americas at Barilla, in a statement. "Digital and technology are driving everything today, and we needed the right partner with the right vision to aggressively move us toward putting digital at the center of how we win in the supermarket aisle."The agency…
  • Cheil Buying Stake in U.K.'s Iris Worldwide in Bid to Challenge Big Networks

    24 Nov 2014 | 4:03 pm
    South Korean ad company Cheil Worldwide has reached a deal to buy a stake in Iris Worldwide, a London-based international agency network that works with clients including Samsung, Reckitt Benckiser, Shell, Adidas, Barclaycard, Domino's and Diageo.The companies declined to disclose terms of the deal, even broad parameters such as whether Cheil is buying a majority stake in Iris now or something smaller. But Cheil is making "a significant initial investment" that "will potentially rise to 100% of the business over the next five years," the company said in a statement.As part of the deal, U.S.
  • Paul Shearer Joins Ogilvy Dubai, Ogilvy Paris Promotes Bodet and More

    24 Nov 2014 | 7:45 am
    Paul Shearer is to join Ogilvy & Mather as chief creative officer across the Middle East and North Africa, based in its Dubai office. Shearer has 25 years of experience in advertising including working on Nike at Wieden & Kennedy, as a senior creative at BBH, as head of Arnold U.K. and as founding partner of Nitro. He was most recently creative partner at Enter in London. Continue reading at AdAge.com
  • Goodby Parts Ways With Corona Light and Modelo Especial

    21 Nov 2014 | 12:40 pm
    Constellation Brands is parting ways with Goodby Silverstein & Partners, which handled Corona Light and Modelo Especial. The beer importer is actively searching for a new agency for the two brands.The agency and marketer both said that the two parties mutually agreed to end their relationship."With both of these brands we see a ton of potential for additional growth and we've got aggressive goals behind each of them, and because of that we think that these goals require a different approach," said a Constellation spokesman. "We have mutually agreed that based on the adjustments that we are…
  • add this feed to my.Alltop

    Advertising Age - Digital

  • Ad Tech Fuels an Awkward Ad Juxtaposition for an Oil Company and The New York Times

    26 Nov 2014 | 9:00 am
    An in-depth New York Times report last weekend looked at the downside of North Dakota's oil boom, and cast energy companies in a poor light -- except for one called Statoil, which is actually called out for its impressive safety record. In the story's mobile version, a display ad for Statoil appeared just a few paragraphs from where the company is approvingly mentioned.Was this an egregious breach of the Times' famous wall between advertising and editorial? No, but it highlights the occasional shortcomings of selling ads through automated auctions. Continue reading at AdAge.com
  • Europe Wants Google to Extend Its 'Right to be Forgotten' to U.S. Searches

    26 Nov 2014 | 7:40 am
    Google will have to change how it applies the right to be forgotten to its websites beyond the European Union under rules drafted by the E.U.'s privacy chiefs.The guidelines also rebuke the owner of the world's most-used search engine for routinely notifying news outlets about story links it has removed -- a process that has thrown some people who'd sought extra privacy back into the media spotlight."All the extensions are included, including the .com," Isabelle Falque-Pierrotin, head of the EU group of 28 privacy watchdogs, told reporters in Brussels today. "There is no legal basis for…
  • Line Hopes Messaging Stickers Help It Take Off in U.S.

    26 Nov 2014 | 3:45 am
    In Asia, emojis and stickers on messaging apps are big, and it's common for people -- even adults -- to pay extra so they can punctuate their text messages with bears or bunnies. Now the Line messaging app says Americans are getting in on the sticker phenomenon too.Japan's Line Corp., which is trying to popularize its messaging app in the U.S., amid tough competition, launched a contest for artists to design new stickers, with people voting for winners.Line says the U.S.-focused contest brought in more than 10,000 sticker submissions and 500 million votes since it was launched in late…
  • At Food52, Thanksgiving Is Super Bowl Season

    25 Nov 2014 | 1:00 pm
    With Thanksgiving just days away, home cooks are visiting Food52 for tips on brining a turkey and pulling together vegetarian gravy. There's also an urgent plea for help with a wine-enriched mushroom consomm."Right now is basically our Super Bowl," a Food52 spokeswoman said.The same could be said of any number of epicurean sites, but Food52 -- a startup founded in 2009 by former New York Times Magazine food editor Amanda Hesser -- has a rabid fan base with very particular tastes (see: the consomm crisis). Among its more than 31,000 recipes, 98% are submitted by readers, who also contribute…
  • MoPub CEO Leaves Day-to-Day Operations, in Another Executive Shake-Up at Twitter

    25 Nov 2014 | 9:35 am
    Yet another executive shuffle is underway at Twitter.Fourteen months after Twitter acquired MoPub, its founder and CEO, Jim Payne, is leaving day-to-day operations for the mobile-ad exchange. Mr. Payne will serve as an ad-tech adviser to Twitter's CFO, Anthony Noto.A Twitter spokesman confirmed the changes. Mr. Payne's transition was planned, and he will continue working daily at Twitter, strategically advising Mr. Noto on the ad-tech industry, the spokesman said. (Yesterday, Mr. Noto publicly signaled his interest in buying a company through a mistaken tweet.) Continue reading at AdAge.com
 
  • add this feed to my.Alltop

    Advertising Age - Global News

  • Coca-Cola China Looks to Crowdsourcing Platform for Extra Creative Fizz

    26 Nov 2014 | 8:03 am
    Coca-Cola China is looking for some new ideas, so it's put a challenge to creatives on a crowdsourcing platform, asking for videos that show what Coke tastes like."Don't create an ad for Coke -- we are interested in your creative point of view about the taste," reads Coke's brief on the crowdsourcing platform eYeka. "If you had to explain to an alien who has never tried it before, which particular element of the Coke taste experience would you talk about, and what creative expression would you show him to get him to crave a sip of that Coke taste?"Coke has used crowdsourcing before, including…
  • Line Hopes Messaging Stickers Help It Take Off in U.S.

    26 Nov 2014 | 3:45 am
    In Asia, emojis and stickers on messaging apps are big, and it's common for people -- even adults -- to pay extra so they can punctuate their text messages with bears or bunnies. Now the Line messaging app says Americans are getting in on the sticker phenomenon too.Japan's Line Corp., which is trying to popularize its messaging app in the U.S., amid tough competition, launched a contest for artists to design new stickers, with people voting for winners.Line says the U.S.-focused contest brought in more than 10,000 sticker submissions and 500 million votes since it was launched in late…
  • Cheil Buying Stake in U.K.'s Iris Worldwide in Bid to Challenge Big Networks

    24 Nov 2014 | 4:03 pm
    South Korean ad company Cheil Worldwide has reached a deal to buy a stake in Iris Worldwide, a London-based international agency network that works with clients including Samsung, Reckitt Benckiser, Shell, Adidas, Barclaycard, Domino's and Diageo.The companies declined to disclose terms of the deal, even broad parameters such as whether Cheil is buying a majority stake in Iris now or something smaller. But Cheil is making "a significant initial investment" that "will potentially rise to 100% of the business over the next five years," the company said in a statement.As part of the deal, U.S.
  • Google Faces Breakup Call as EU Parliament Patience Wanes

    24 Nov 2014 | 10:10 am
    A European Parliament bid for legislation splitting up Google may send a message that's too loud to ignore as European Union antitrust regulators review a possible settlement with the owner of the world's largest search engine.Google, already grappling with privacy and competition issues, risks another EU headache as some lawmakers seek to follow a successful attack on bankers' bonuses with measures to break up the search giant."This represents a new escalation for Google," said Greg Sterling, VP-strategy and insights for the Local Search Association. "There's some question about whether…
  • Publicis Promises Better Sales Growth After Disappointing Year

    20 Nov 2014 | 11:49 am
    Publicis Groupe CEO Maurice Levy said he will improve revenue growth after distractions from a failed merger led the French advertising company to cut its 2014 sales forecast."We are not delivering the kind of growth we are used to and not what we should do," Levy said today at a conference in Barcelona organized by Morgan Stanley. "We are confident the situation will improve remarkably next year."The company, which owns ad agencies including Saatchi & Saatchi and Leo Burnett, is revising its 2018 business plan and will present it to investors on Dec. 4, he said. Continue reading at AdAge.com
  • add this feed to my.Alltop

    Advertising Age - Hispanic Marketing

  • In Sprint's New Hispanic Marketing Drive, CEO Is the Star

    20 Nov 2014 | 5:15 am
    Since taking the helm as CEO of Sprint, Marcelo Claure has shaken up the company's marketing operation. Now, he's starring in its ads.On Thursday evening, the executive will appear in a Spanish-language commercial premiering during the Latin Grammys on Univision. The spot kicks off an ambitious Hispanic marketing push from Sprint, which is struggling to refashion its brand and retain subscribers in an increasingly competitive wireless industry.In its latest ad, Mr. Claure, a native Bolivian, speaks directly into the camera, highlighting the value of Sprint's new price offering. That offering…
  • Duracell, Coke and Allstate Win ANA Multicultural Awards

    11 Nov 2014 | 4:00 am
    Duracell won the first Best in Show prize at the Multicultural Excellence Awards given out Monday night at the ANA's Multicultural Marketing & Diversity Conference in Miami.The "Trust Your Power" spot by Saatchi & Saatchi features deaf NFL player Derrick Coleman, who narrates his life story, and the challenges he faced growing up and becoming a professional football player for the Seattle Seahawks: "They told me I should just give up but I've been deaf since I was three, so I didn't listen." Throughout the film, his Duracell-powered hearing aid is clearly visible. The spot for the Procter &…
  • U.S. Hispanic Creative Pablo Buffagni Starts BBQ Agency

    5 Nov 2014 | 4:00 am
    Pablo Buffagni, one of the best-known U.S. Hispanic creative directors, is returning in a new role. He's combining his creative expertise with a talent for asado, the Argentine word for barbecue, in a new creative agency called BBQ.Until April, Mr. Buffagni was chief creative officer of independent Hispanic shop Grupo Gallegos. Before that, he spent a decade at Saatchi & Saatchi's U.S. Hispanic agency Conill, leaving his job there as chief creative officer in 2012 to join Grupo Gallegos. There was been widespread speculation about what Mr. Buffagni would do next."All the agencies have…
  • Kreitmann Joins O&M Paris, Circulo Creativo Revamps and More

    27 Oct 2014 | 10:30 am
    Paul Kreitmann has joined Ogilvy & Mather Paris as a creative director working on Perrier, Grey Goose vodka and Prince Lu cookies. Kreitmann has most recently worked at DDB Paris on campaigns for brands such as PepsiMax, Playboy Fragrances, Alka Seltzer, Winamx, Snickers and Volkswagen. His awards include two Gold Lions at the Cannes Lions festival and a Clio Grand Prix. He started his career at BBDO Paris as an art director in 2006.Jeff Payne has joined Hudson Rouge/NY as senior VP, group creative director on the Lincoln Motor Company account. He was most recently a creative director, global…
  • McCann's Dahlqvist Moves to Grey, Cerdeiro Joins Conill and More

    20 Oct 2014 | 7:30 am
    Andreas Dahlqvist is joining Grey as chief creative officer of the agency's New York office. Dahlqvist, who will oversee the 500-plus Grey New York creative department, most recently served as president of the McCann Creative Leadership Council and chief creative officer at Commonwealth/McCann, the global business unit built for General Motors. Dahlqvist, who was a founder and executive creative director of DDB Stockholm, joined McCann New York in 2011 as vice chairman, ECD and later beaome deputy chief creative officer for global brands. His work, which has won awards such as the Titanium…
  • add this feed to my.Alltop

    Advertising Age - Rance Crain

  • Is Consumer Tracking the New Advertising?

    17 Nov 2014 | 9:00 am
    Has the ad industry finally reached the point where it's no longer necessary for marketers to motivate consumers to buy their products?Has the business evolved to the point of being able to track down presold consumers at the precise time when they're ready to buy?Do marketers no longer need to waste money trying to motivate uninterested buyers into trying their products? Continue reading at AdAge.com
  • Disney's Magic Works Because of Discipline, Belief, Leadership

    27 Oct 2014 | 9:00 am
    The Walt Disney Co. was inducted into the Advertising Hall of Fame this spring as the fifth corporate member, and I talked with John Skipper, president of ESPN and co-chairman of the Disney Media Networks, about Disney's unique approach to marketing. John began his career at Disney in 1990.Nobody is better at taking a great idea across all aspects of the company than Disney, and John called that ability one of the company's great contributions to marketing."There is nobody better at taking a spectacular piece of film, turning it into an enchanting piece of magic for kids and families, and…
  • In the Ad Industry, It Is What It Is . . . and Often It's a Load of Bull

    13 Oct 2014 | 8:00 am
    There's a depressing sense of the inevitable looming over our land, which has as its main tenet that when things happen there's not much we can do about them.This belief is summed up succinctly in the oft-used statement: It is what it is. Because we take a fatalistic attitude about the way things play out, we quickly conclude that there's very little we can do to change things.After all, it is what it is. Continue reading at AdAge.com
  • Have Data-Obsessed Brands Given Up on Potential Converts?

    29 Sep 2014 | 9:00 am
    The advertising world is in an advanced state of disruption.At a time when consumers are shopping less often and changing long-held brand preferences when they do shop, marketers are no longer getting the expected results from their advertising and promotion. And with digital ads pursuing only rabid customers at the expense of creating converts, old-fashioned brand building is becoming a relic of a bygone era.Today's marketplace is a mess of muddled misconceptions. Consumers are moving away from trusted brands for a number of reasons, whether it be for better nutrition, better prices or…
  • Sir John Hegarty on How the Ad Industry Has Lost Its Courage

    16 Sep 2014 | 9:00 am
    The advertising business has forgotten its basic principles and has lost its courage, contends British agency founder Sir John Hegarty.I talked to Sir John on a variety of topics during a video interview just before his induction into the Advertising Hall of Fame. He was funny and articulate when he traced a career path in an industry that was dysfunctional when he entered it to one that seems to have lost its passion today.Sir John got into the advertising business in 1965, about the same time the Beatles were releasing "Help!" His was the first generation of creative people who actually…
 
  • add this feed to my.Alltop

    Advertising Age - The Media Guy

  • Are You Sufficiently Talented at Managing Talent?

    17 Nov 2014 | 3:45 am
    Elsewhere in this, the Talent & Culture Issue of Advertising Age, a bunch of agencies, ad-tech shops and media companies offer their thoughts about office culture in response to questions that were lobbed at them by Ad Age reporters. Among the queries: "What skill is your most junior talent lacking?" and "What skill is your most senior talent lacking?"Likewise, we shall not mention any possible/theoretical issues that may or may not surround certain more, uh, experienced employees. (One tweet in response to my June post suggested that I write about the "millennial pet peeve regarding boomers…
  • Watch Jon Stewart Eviscerate a 'Daily Show' Advertiser by Remaking Its Ad

    31 Oct 2014 | 10:05 am
    Our Clip of the Week comes to you courtesy of "The Daily Show With Jon Stewart" -- which, it turns out, has been coming to us, in part, courtesy of conservative billionaires the Koch Brothers. Jon Stewart and his writing team, upon learning that Koch Industries is, weirdly enough, a "Daily Show" advertiser, decided to make some "minor adjustments" to the conglomerate's feel-good ad as a way of welcoming it to the show in this segment from Wednesday night's episode. A revised voice-over (e.g., Koch backs "17 shadow organizations to buy elections from Pennsylvania Avenue to Main Street") and…
  • Forget 'Big Data.' Beware 'Little Data' -- and the Horrors of TMI

    27 Oct 2014 | 11:00 am
    How much data is too much data?I'm pretty sure I knew the answer -- you'll know when your head starts swimming -- back when I studied statistics in high school, but now I'm not so sure anymore. Because now my head always feels like it's swimming in data; that's my brain's default state.And beyond your phone, much of your other stuff is spitting out data -- and telling on you -- too. (The Internet of Things is only just beginning.) Consider what Dirk Wollschlger, general manager of IBM's global automotive operations, recently told John R. Quain of The New York Times: "Cars are generating a…
  • What We Talk About When We Talk About 'Content'

    13 Oct 2014 | 11:00 am
    Any day now I'm expecting to hear that a progressive school district somewhere -- perhaps one that already offers programming classes -- is radically rethinking how it teaches the language arts.Instead of term papers and essays, students will have to write -- nay, produce -- engaging content. Instead of English Comp, kids will enroll in Content 101. Shareability and clickworthiness will factor into how work is graded.Why not? It's what the marketplace demands. Continue reading at AdAge.com
  • Watch Colbert's Scathing Takedown of Bill O'Reilly's ISIS Fight Plan

    3 Oct 2014 | 10:50 am
    How can we defeat ISIS? Easy! Just outsource a military victory over those evil-doers by hiring 25,000 mercenaries!That's Bill O'Reilly's plan, and he's sticking with it, even though just about everyone -- including a bunch of his Fox News colleagues -- think it's completely nutso.In our Clip of the Week, from Wednesday night's "Colbert Report," Stephen Colbert discovers that Bill mocked Stephen for mocking Bill's plan, and ... well, we'll let the segment speak for itself. Continue reading at AdAge.com
  • add this feed to my.Alltop

    Advertising Age - Guest Columnists

  • Marketers: It's Time to Crowdsource Your Corporate Social Responsibility Programs

    21 Nov 2014 | 3:30 am
    Every year, in the comfy confines of oak-paneled boardrooms around the world, decisions of consequence are made by groups of predominately old white men about which causes and nonprofits will benefit from their corporate largesse.In the best of cases, these decisions are informed by some sense of the mission or purpose of the companies in question. In many more cases, the choices reflect nonprofit names that look good on paper, aren't controversial, or are simply the ones the company has been giving to for as long as anyone can remember. In the worst cases, charities are selected based on the…
  • Sizing Up Your Talent Department

    18 Nov 2014 | 3:30 am
    It's a common refrain in advertising: Talent is "at the heart of everything we do," which is why it's amazing to me that so few of us treat it that way. Brilliant people are our industry's most valuable asset, yet talent and human resources departments are almost always the most understaffed in an agency.Talent departments are responsible for attracting great people, onboarding them, keeping existing talent happy (or at least persuading them from leaving), minimizing friction between volatile personalities and much more. They live in crisis mode, and putting that responsibility on just a…
  • Five Predictions for How Data Will Change TV This Season

    31 Oct 2014 | 10:00 am
    Big Data has infiltrated almost every facet of marketing. The idea that marketers can target specific consumers with tailored messages isn't new, but in traditional media like TV, it's taking longer to ignite.Addressable TV isn't a new idea, but some are taking longer than others to take it up. Many still rely on one-size-fits all TV campaigns, but for others, it has been a high priority over the past decade to increase the sophistication of these programs. In fact, some industry verticals are well-practiced in the art of targeting consumers through the set-top box. Automotive and insurance…
  • Privacy-by-Design Is a Starting Point That Leads to Long-Term Benefits

    28 Oct 2014 | 7:00 am
    For advertises, marketers and media gurus, the opportunity of data big and small is significant.Programmatic buying, dynamic content and context-targeting promise the answer to that awful "How do we do more with less?" question. Consumers get more relevant ads, content and communications. Businesses get better insights for better decision-making. Real time actually becomes real. Data is here to rescue us from diminishing budgets, distracted consumers and fragmenting media. And it will, as long as we don't abuse it.With opportunity comes responsibility. Continue reading at AdAge.com
  • It's Time to Dispel Common Myths About Super Bowl Advertising

    24 Oct 2014 | 2:00 pm
    Even in an age when DVRs make time-shifting a regular part of the average American's life, the Super Bowl is one event where advertising is welcomed. A survey of 1,000 people by ad agency Venables Bell & Partners found that 78% of Americans looked forward to the Super Bowl ads this year, up from 69% last year.But the rise of digital advertising, and video in particular, has changed the way Super Bowl advertising is done. No longer is the Super Bowl a one-day event; it is an advertising extravaganza that starts weeks before kickoff and lasts weeks after. That same survey found that 70% of…
  • add this feed to my.Alltop

    Advertising Age - Adages

  • The Next Logical Step in Real-Time Marketing: Reactvertising

    31 Oct 2014 | 1:51 pm
    It all started with an Oreo tweet in the Super Bowl -- and it hasn't moved much beyond that. But real-time marketing is still all the rage. Or at least it's something advertising people like to run around saying, along with "paradigms," "concepting" and "big data" (along with the all-too common misuse of "mediums" as a plural for medium).But one agency has said enough with boring, old and slow real-time marketing. It's time to evolve -- or perhaps evolute -- real-time into the next big thing. So Toronto-based shop John St., the agency that brought us Catvertising, is introducing…
 
  • add this feed to my.Alltop

    Advertising Age - Campaign Trail

  • Midterms Aren't Over Yet: Data Could Be Election-Law Battleground

    25 Nov 2014 | 8:15 am
    The voter database has become the latest battleground in politics, so it's no surprise partisan legal armies are moving into this newly contested territory.In what could be the first complaint filed with the Federal Election Commission involving tech-driven data coordination, the American Democracy Legal Fund alleged last month that the Republican National Committee, along with its top data partners, large right-wing Super PACs and a slew of GOP midterm candidate campaigns have been swapping voter information illegally.The complaint from the Democratic political ethics watchdog group comes…
  • Post Election, Campaigns Try to Link Targeted Ads to Actual Votes

    24 Nov 2014 | 4:00 am
    Political campaigns, parties and consulting firms are digging through the rubble of the midterm elections to see what did and didn't work. Of particular interest: figuring out if the people they targeted with digital ads actually voted."Going into Election Day, we were analyzing more than 13 million voters who had voted early in targeted states," said Michael Beach, co-founder of Targeted Victory, a Republican digital consulting firm that handles voter-targeted advertising, among other digital work, for clients including the National Republican Senatorial Committee and Karl Rove-affiliated…
  • Democrats Stay on Sidelines as Right Wing Groups Attack Landrieu with Runoff Ads

    18 Nov 2014 | 10:00 am
    Democrats have left U.S. Senator Mary Landrieu on her own to fight an onslaught of super PAC money flowing into Louisiana ahead of a runoff election. Outside groups have spent $2.5 million on ads opposing the senior senator since after election day, Nov. 4. The biggest anti-Landrieu spenders in the runoff are non-partisan group Ending Spending Action, the National Rifle Association Institute for Legislative Action and Koch Brothers-linked Americans for Prosperity.Missing thus far from Louisiana runoff spending is Crossroads GPS, the group affiliated with Karl Rove, which says it spent $2.1…
  • This Super PAC Founded by Democratic Money Could Back a Republican in 2016

    12 Nov 2014 | 3:45 am
    One of the largest Democratic Super PACs steered money in the recent campaign cycle toward a smaller, newer Super PAC that could support Republicans in the future, underscoring the evolution of such outside groups from mostly proxies for the national parties to a crowd that's less predictable.Federal Election Commission reports show that the Democrats' Senate Majority PAC gave $3.5 million between August and October to Put Alaska First, a group created by strategist Jim Lottsfeldt to help re-elect Mark Begich, the Democratic junior senator from Alaska. Put Alaska First, in turn, spent around…
  • Democratic Super PACs Spent Big in Election's Final Days

    10 Nov 2014 | 2:02 pm
    Senate Majority PAC reported spending even more than House Majority PAC between Oct. 21 and Election Day on Nov. 4, laying out $12 million in that period, according to an initial Advertising Age analysis of Federal Election Commission data.Ad Age evaluated independent expenditures on TV, direct mail, digital ads, radio and print ads made by outside groups that were reported in the last two weeks before the election, which resulted in a new Republican majority in the Senate and the largest GOP House majority since the '40s. Independent expenditures are those made in direct support or…
  • add this feed to my.Alltop

    Advertising Age - DigitalNext

  • Marketers: Make Cyber Monday More Than a One-Day Deal

    26 Nov 2014 | 7:00 am
    The customer journey on social media can be simplified like this -- brands spend countless hours engaging an audience, working hard toward that elusive moment when a Facebook or Twitter user converts into a customer. The idea is that repeated engagement eventually leads to a sale.Cyber Monday presents an opportunity for marketers to reverse that journey. With customers flocking to online sales, the opportunity to turn customers into an engaged audience -- and even more ambitiously, turn them into marketers -- is ripe for brands looking past the holiday shopping season. On no other day is…
  • It's Time for Media CMOs to Step Up and Lead

    25 Nov 2014 | 7:30 am
    Imagine you're a media company CMO and you have to figure out what to do in 2015. You're probably like the 93% of executives of all industries Forrester surveyed early in 2014 who told us their industries would suffer digital disruption in the year. Now the year is over and you realize that by and large, you haven't moved the ball as far as you would have hoped. You look around and see that digital disruptors like Uber and Square are transforming staid industries such as transportation and banking, and you realize that if those businesses are being disrupted, then the media biz is surely due…
  • Setting the Record Straight on Viewability, Fraud and Metrics

    21 Nov 2014 | 7:35 am
    Practically non-existent 15 years ago, the explosion of the dynamic, digital environment has given rise to many powerful opportunities for marketers to connect brands with consumers and customers. Marketers can create relationships and generate loyalty through advanced connectivity across multiple media platforms -- desktop, mobile, television and social channels.However, such opportunity has created serious issues that undermine marketers' productivity and ROI and destabilize digital as a preferred vehicle for long-term investment spending. The most pressing of these are viewability and…
  • The Best Music Marketing of 2014

    21 Nov 2014 | 4:00 am
    Nothing drives fresh thinking and new ideas like an industry in the grip of ongoing disruption. Until recently, it looked like the album to go platinum in 2014 was going to be the "Frozen" soundtrack. This year, artists and labels continued to search for new formats and promotional tools to sell records and drive relevance.Billboard recently announced it will be including streaming consumption in its charts, and as the industry continues to change, music marketing becomes more important than ever. Great ideas capture the audience's attention and consumption is only a click away. Here are the…
  • How to Fight Traffic Fraud in Online Video Advertising

    20 Nov 2014 | 7:05 am
    Traffic fraud costs marketers billions of dollars in wasted ad spend annually. Ever since it emerged out of the pay-per-click model in the late 1990s, traffic fraud has evolved into a constant game of cat and mouse -- creating real and expensive problems for advertisers, agencies, intermediaries and publishers.Traffic fraud has changed a lot over the last 20 years. Originally, fraudsters hired actual humans to click on search and display ads (remember click farms?), but it was expensive to scale so they began building scripts that simulated humans clicking on ads. Today, the fake-impressions…
  • add this feed to my.Alltop

    Advertising Age - Small Agency Diary

  • Advice for a Young Creative Starting an Agency: Be Ruthless with Your Talent

    26 Nov 2014 | 3:40 am
    It happens. Talented people leave secure jobs to pursue their dreams.We recently had this happen at our agency. His name is E. We hired him out of a mega-consulting firm to create presentations for new business pitches. Like the best people, he surpassed all our early expectations and went on to make the agency a better, more creative place. In his seven years at the agency, he crossed boundaries and at one time or another served as a producer, writer, editor, pitchman, actor, musician and overall good guy. Then he decided to start his own video production company.Before he left, he invited…
  • Agencies: Specialize Your Way to Growth

    18 Nov 2014 | 8:30 am
    Ad agency executives often huddle in far-flung resorts to spend extended time figuring out new ways to grow their shops. There are no silver bullets, but there are many paths to growth. Here are a few of the common ones: Do great work and promote it; hire a better business development team; treat your agency brand as you would a client (meaning, set aside a budget, create a strategy and hold yourselves accountable for results); develop new services that clients want and for which there is increasing demand; and join better country clubs.There's another way to build your shop, and it's not…
  • Why Social Agents Can Be Your Agency's Best Clients

    16 Oct 2014 | 7:32 am
    There are two kinds of people in your digital network: social agents and prospects. Everyone in sales knows what a prospect is, but what is a social agent? And who are your agency's?Social agents grow your agency by sharing your content online to amplify your message. While they may never hire your agency, they do business for you by recommending your agency to others. Social agents are equally as important to agency growth as prospects, and the biggest mistake business development executives make is undervaluing them.Here is a non-agency example: Say you own a small company that makes and…
  • Attention Creative People: Your Job Is Safe -- for the Moment

    11 Sep 2014 | 3:45 am
    Imagine you were sitting in a meeting with the nonprofit ALS Association discussing how to increase your fundraising for the year and someone suggested that you ask people to dump buckets of ice water on their heads. There's not a CMO or an agency creative director, or even a focus group in the world, who would have said, "I love it." And yet we all know how the story ends. The "Ice Bucket Challenge" has been a viral hit and has raised more than $100 million.In an age when marketers turn increasingly to technology to solve the toughest problems, you would expect that analytics and big data…
  • Why Selling Out is Not Part of My Business Plan

    4 Sep 2014 | 8:45 am
    To stay independent or not: It's a question every independent shop faces. The debate has shifted back and forth as our industry has evolved. So far, the consistent answer at our agency has been to remain independent.Don't get me wrong -- many great independent agencies have continued to do good work once they've become part of a holding company. But inevitably, over time, their brand distinction can fade away. Goals can begin to shift, and that can affect agency culture. They stop treating clients as people, or consumers as people, and even their own people as people.Great work is as much…
 
Log in