Advertising Age

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  • Why Growth Is Killing Digital Agencies

    Advertising Age - Blog Posts
    17 Oct 2014 | 7:00 am
    New digital demands have created an operations crisis for agencies, writes Jack Skeels.
  • Watch the Weekend's New TV Ads From Beats, GoDaddy and More

    Advertising Age - Complete Feed
    20 Oct 2014 | 1:10 pm
    Every weekday, we bring you the Ad Age/iSpot Hot Spots, new and trending TV commercials tracked by iSpot.tv, a company that catalogs, tags and measures activity around TV ads in real time. The New Releases here ran on TV for the first time over the weekend. The Most Engaging ads are showing sustained social heat, ranked by SpotShare scores reflecting the percent of digital activity associated with each one over the past week. See the methodology here.Among the new releases, Ram Trucks wants to remind you that it's the "fastest-growing truck brand in America," while GoDaddy serves up another…
  • TV Advertising Is About to Change Forever

    Advertising Age - Blog Posts
    20 Oct 2014 | 7:10 am
    TV advertising is about to go fully digital, and here's what the landscape will look like, Tom Goodwin writes.
  • Watch the Weekend's New TV Ads From Beats, GoDaddy and More

    Advertising Age - Latest News
    20 Oct 2014 | 1:10 pm
    Every weekday, we bring you the Ad Age/iSpot Hot Spots, new and trending TV commercials tracked by iSpot.tv, a company that catalogs, tags and measures activity around TV ads in real time. The New Releases here ran on TV for the first time over the weekend. The Most Engaging ads are showing sustained social heat, ranked by SpotShare scores reflecting the percent of digital activity associated with each one over the past week. See the methodology here.Among the new releases, Ram Trucks wants to remind you that it's the "fastest-growing truck brand in America," while GoDaddy serves up another…
  • Simon Dumenco Named Ad Age Editorial Director

    Advertising Age - Agency News
    20 Oct 2014 | 8:15 am
    Advertising Age today named Simon Dumenco its editorial director in charge of all editorial strategy and operations for its brands, including Ad Age, Creativity and Internet Week.Mr. Dumenco, a longtime Ad Age columnist and editor at large, takes on the role as Associate Publisher Abbey Klaassen departs to join Dentsu Aegis Network as director-corporate development and strategy, Americas.At Ad Age, Mr. Dumenco will work closely with the editors and leadership of each brand to enhance coverage, develop new products and events and grow its reach and influence. He will report to VP-Publisher…
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    Advertising Age - Complete Feed

  • Watch the Weekend's New TV Ads From Beats, GoDaddy and More

    20 Oct 2014 | 1:10 pm
    Every weekday, we bring you the Ad Age/iSpot Hot Spots, new and trending TV commercials tracked by iSpot.tv, a company that catalogs, tags and measures activity around TV ads in real time. The New Releases here ran on TV for the first time over the weekend. The Most Engaging ads are showing sustained social heat, ranked by SpotShare scores reflecting the percent of digital activity associated with each one over the past week. See the methodology here.Among the new releases, Ram Trucks wants to remind you that it's the "fastest-growing truck brand in America," while GoDaddy serves up another…
  • YouTube, Lionsgate Create Branded Series to Promote 'Hunger Games'

    20 Oct 2014 | 1:00 pm
    YouTube is looking to show marketers how branded entertainment is done.The online video service and its parent company Google have created a branded online video series with Lionsgate to promote the film studio's upcoming movie "The Hunger Games: Mockingjay -- Part 1."The five-episode branded YouTube series will star seven of the online video service's stars, including Justine Ezarik, whose iJustine channel has more than two million subscribers. Each YouTube creator will act as a citizen of one of the film's fictional "districts." Continue reading at AdAge.com
  • Nate Silver Develops Video to Demystify Data on ESPN Stats Site

    20 Oct 2014 | 12:43 pm
    Nate Silver, who founded the stats-oriented news site FiveThirtyEight for sports and political junkies, is expanding video production with short films that aim to demystify data for a wider audience.The first, "The Man Vs. The Machine," features a chess match between Gary Kasparov and an IBM computer, and will be released Wednesday. Future shorts include "The Cowboys and the Indian," about an Indian programmer who developed a system to evaluate college football players for the Dallas Cowboys.Mr. Silver is counting on video to boost the popularity of the site, part of a group of ESPN-owned web…
  • 'Hunger Games' Studio Lions Gate to Offer Subscription Movie Service Online

    20 Oct 2014 | 12:24 pm
    Lions Gate Entertainment, the studio behind "Hunger Games," will start a subscription video service with Tribeca Enterprises, becoming the latest traditional producers to put their films online.Tribeca Short List will offer Lionsgate and Tribeca movies starting in the first half of 2015 for an undisclosed subscription price, the companies said today in a statement. Lions Gate, based in Santa Monica, California, and New York-based Tribeca, known for the film festival founded by Robert De Niro, will contribute titles and seek movies from around the world.With Tribeca Short List, the partners…
  • Marketers: It's Time for a Millennial CMO

    20 Oct 2014 | 11:00 am
    Let's give millennials the CMO chair. We know they think they're ready for it. And maybe they are.Maybe the CMO role is the most appropriate role for them. They've got the highest branding IQ of any generation. They've been acting as their own CSMO (chief self-marketing officer). After all, they've been promoting their own brand for years. They don't have channel strategies, they just are. They don't need words like "content" or "journey," because to them, it is just "stuff" people "do".All millennials, simply because they are such, are already their own brand. They have social channels and…
 
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    Advertising Age - Latest News

  • Watch the Weekend's New TV Ads From Beats, GoDaddy and More

    20 Oct 2014 | 1:10 pm
    Every weekday, we bring you the Ad Age/iSpot Hot Spots, new and trending TV commercials tracked by iSpot.tv, a company that catalogs, tags and measures activity around TV ads in real time. The New Releases here ran on TV for the first time over the weekend. The Most Engaging ads are showing sustained social heat, ranked by SpotShare scores reflecting the percent of digital activity associated with each one over the past week. See the methodology here.Among the new releases, Ram Trucks wants to remind you that it's the "fastest-growing truck brand in America," while GoDaddy serves up another…
  • YouTube, Lionsgate Create Branded Series to Promote 'Hunger Games'

    20 Oct 2014 | 1:00 pm
    YouTube is looking to show marketers how branded entertainment is done.The online video service and its parent company Google have created a branded online video series with Lionsgate to promote the film studio's upcoming movie "The Hunger Games: Mockingjay -- Part 1."The five-episode branded YouTube series will star seven of the online video service's stars, including Justine Ezarik, whose iJustine channel has more than two million subscribers. Each YouTube creator will act as a citizen of one of the film's fictional "districts." Continue reading at AdAge.com
  • Nate Silver Develops Video to Demystify Data on ESPN Stats Site

    20 Oct 2014 | 12:43 pm
    Nate Silver, who founded the stats-oriented news site FiveThirtyEight for sports and political junkies, is expanding video production with short films that aim to demystify data for a wider audience.The first, "The Man Vs. The Machine," features a chess match between Gary Kasparov and an IBM computer, and will be released Wednesday. Future shorts include "The Cowboys and the Indian," about an Indian programmer who developed a system to evaluate college football players for the Dallas Cowboys.Mr. Silver is counting on video to boost the popularity of the site, part of a group of ESPN-owned web…
  • 'Hunger Games' Studio Lions Gate to Offer Subscription Movie Service Online

    20 Oct 2014 | 12:24 pm
    Lions Gate Entertainment, the studio behind "Hunger Games," will start a subscription video service with Tribeca Enterprises, becoming the latest traditional producers to put their films online.Tribeca Short List will offer Lionsgate and Tribeca movies starting in the first half of 2015 for an undisclosed subscription price, the companies said today in a statement. Lions Gate, based in Santa Monica, California, and New York-based Tribeca, known for the film festival founded by Robert De Niro, will contribute titles and seek movies from around the world.With Tribeca Short List, the partners…
  • Marketers: It's Time for a Millennial CMO

    20 Oct 2014 | 11:00 am
    Let's give millennials the CMO chair. We know they think they're ready for it. And maybe they are.Maybe the CMO role is the most appropriate role for them. They've got the highest branding IQ of any generation. They've been acting as their own CSMO (chief self-marketing officer). After all, they've been promoting their own brand for years. They don't have channel strategies, they just are. They don't need words like "content" or "journey," because to them, it is just "stuff" people "do".All millennials, simply because they are such, are already their own brand. They have social channels and…
 
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    Advertising Age - Agency News

  • Simon Dumenco Named Ad Age Editorial Director

    20 Oct 2014 | 8:15 am
    Advertising Age today named Simon Dumenco its editorial director in charge of all editorial strategy and operations for its brands, including Ad Age, Creativity and Internet Week.Mr. Dumenco, a longtime Ad Age columnist and editor at large, takes on the role as Associate Publisher Abbey Klaassen departs to join Dentsu Aegis Network as director-corporate development and strategy, Americas.At Ad Age, Mr. Dumenco will work closely with the editors and leadership of each brand to enhance coverage, develop new products and events and grow its reach and influence. He will report to VP-Publisher…
  • Bose Set to Consolidate Global Media With IPG and WPP Agencies

    20 Oct 2014 | 8:10 am
    Headphone and speaker maker Bose has consolidated its media agency business with agencies belonging to Interpublic Group and WPP, following a lengthy review that began this spring.An Interpublic team consisting of Mediahub -- the media arm of Mullen -- and larger media agency sibling Initiative will support media and direct response for Bose in North America. International incumbent MediaCom will retain its work in Europe and add Asia, North Africa and the Middle East.The move consolidates media buying and planning business previously handled by various agencies in local markets, including…
  • Bollore Group Seeks a Controlling Stake in Havas

    17 Oct 2014 | 10:12 am
    Investment company Bollor Group put forth an offer on Friday to acquire control of the French advertising holding company Havas."The Bollor Group has been a historical shareholder of Havas for more than 10 years," Havas Chairman-Global CEO Yannick Bollor said in a statement. "It currently holds 36.2 % of Havas' shares. This offer is a step further in the ongoing relationship already existing between the two groups. By strengthening its capital position through this public offer, the Bollor Group underlines its will to pursue its long-term commitment to Havas."Increasing the stake in Havas…
  • Infiniti Poised to Name CP&B Its New Global Agency After Protracted Review

    17 Oct 2014 | 7:41 am
    Infiniti is set to tap MDC's CP&B as its new global agency after a long and drawn-out review, according to people familiar with the matter, although a final contract has not yet been signed.The account has been with Omnicom's TBWA since the late '90s, but the agency was knocked out of the running during the review. TBWA will continue working on the account until the new year.TBWA also works with Infiniti sibling brand Nissan, which it will continue to handle via Nissan United, an Omnicom cohort formed late last year that includes TBWA, OMD and Interbrand. TBWA has been working with Nissan for…
  • Ad Age Extends BtoB Best Awards Contest Deadline

    17 Oct 2014 | 3:30 am
    The deadline for entries for the 2014 Ad Age BtoB Best Awards has been extended to Monday, November 3, 2014, 5:00 p.m. Eastern. You can submit here.This is your opportunity to show off your most inspired ads and campaigns. The BtoB Best Awards celebrate the most innovative and creative work done by b-to-b marketers and their agencies across all types of media, from print and online to outdoor and experiential.When BtoB magazine merged with sibling publication Ad Age earlier this year, continuing the awards was a given. As previous winners have demonstrated, there is nothing boring about…
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    Advertising Age - Digital

  • YouTube, Lionsgate Create Branded Series to Promote 'Hunger Games'

    20 Oct 2014 | 1:00 pm
    YouTube is looking to show marketers how branded entertainment is done.The online video service and its parent company Google have created a branded online video series with Lionsgate to promote the film studio's upcoming movie "The Hunger Games: Mockingjay -- Part 1."The five-episode branded YouTube series will star seven of the online video service's stars, including Justine Ezarik, whose iJustine channel has more than two million subscribers. Each YouTube creator will act as a citizen of one of the film's fictional "districts." Continue reading at AdAge.com
  • 'Hunger Games' Studio Lions Gate to Offer Subscription Movie Service Online

    20 Oct 2014 | 12:24 pm
    Lions Gate Entertainment, the studio behind "Hunger Games," will start a subscription video service with Tribeca Enterprises, becoming the latest traditional producers to put their films online.Tribeca Short List will offer Lionsgate and Tribeca movies starting in the first half of 2015 for an undisclosed subscription price, the companies said today in a statement. Lions Gate, based in Santa Monica, California, and New York-based Tribeca, known for the film festival founded by Robert De Niro, will contribute titles and seek movies from around the world.With Tribeca Short List, the partners…
  • Tesla Starts Model S Sales on Alibaba's Online Mall in China

    20 Oct 2014 | 8:04 am
    Tesla Motors began taking online orders for its Model S electric car in China today, joining General Motors Co. and Volkswagen in selling vehicles through Alibaba Group Holding's online shopping mall.Buyers can place a 50,000-yuan ($8,200) deposit for the electric car through Alibaba's Tmall.com, according to Tesla China spokeswoman Peggy Yang. "Tmall offers us an opportunity to reach out to general customers," she said by telephone.Tesla, led by billionaire Elon Musk, began deliveries of the Model S to the world's largest auto market in April. The automaker is seeking to cut down the time…
  • Weebly Breaks $5 Million TV Campaign: 'We Believe'

    20 Oct 2014 | 7:10 am
    Weebly, a website creation and hosting company, today is breaking a $5 million national TV campaign called "We Believe," aimed at entrepreneurs who want to start their own businesses.The spot, created by San Francisco creative agency Heat, features five small businesses that were launched using Weebly, from a recycled furniture company to a restaurant that combines sushi and fried chicken.This is the first TV ad and the first national campaign for Weebly, which was founded in 2007 by three college students at Penn State who wanted to help people set up businesses online. The privately funded…
  • Snapchat's First Advertiser: Messaging Service Is Like TV

    19 Oct 2014 | 8:00 am
    Snapchat's first ad was creepy after all, but not in the way you might expect.The first ad to run on the ephemeral messaging service debuted on Saturday and promoted Universal Pictures' upcoming horror film "Ouija," which is based on the spooky board game. Snapchat had announced Friday that the service's first ad would appear in users' feeds over the weekend.The ad -- which can be viewed below as an animated GIF -- appeared under the "Recent Updates" tab in Snapchat users' friends list and carried a "sponsored" label. To watch the ad, people needed to click the entry and hold their finger on…
 
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    Advertising Age - Global News

  • Tesla Starts Model S Sales on Alibaba's Online Mall in China

    20 Oct 2014 | 8:04 am
    Tesla Motors began taking online orders for its Model S electric car in China today, joining General Motors Co. and Volkswagen in selling vehicles through Alibaba Group Holding's online shopping mall.Buyers can place a 50,000-yuan ($8,200) deposit for the electric car through Alibaba's Tmall.com, according to Tesla China spokeswoman Peggy Yang. "Tmall offers us an opportunity to reach out to general customers," she said by telephone.Tesla, led by billionaire Elon Musk, began deliveries of the Model S to the world's largest auto market in April. The automaker is seeking to cut down the time…
  • How a TV Show From Korea Sparked a Marketing Craze in China

    20 Oct 2014 | 3:45 am
    Advertising Age Playerbrightcove.createExperiences();Korea's Samsung, meanwhile, uses both Mr. Kim and Ms. Jun in its campaign (viewable here) to showcase the Galaxy S5 and its "superpowers," like being waterproof. Continue reading at AdAge.com
  • Meet Apple's Most Loyal Chinese Customers

    17 Oct 2014 | 8:06 am
    For about a month, Chinese consumers waiting for the iPhone 6 to debut in their country have been resorting to the gray market, paying steep markups for Apple smartphones bought abroad.With regulatory hurdles cleared at last, the phone went on sale Friday in the mainland. And while consumers in some other markets waited in long lines to buy the phone (along with Chinese scalpers planning to smuggle it back home), in Shanghai the queues were quite manageable. Only people who had preregistered could pick up a smartphone.Western products are often more expensive in China because of taxes or…
  • Fictional Agency Creates Real Ads For Real Brands in 'Buy This'

    15 Oct 2014 | 9:10 am
    "Buy This!" is a Finnish sitcom set in an advertising agency, but it's more than just "Mad Men" with laughs. The show works with real brands -- including Nissan, global retailer Lidl, and telecom brand Sonera -- for which the make-believe agency creates ads. These ads then run as part of genuine campaigns outside of the show, mixing fact with fiction.The unusual concept became reality thanks to a collaboration between TBWA Helsinki and FremantleMedia, producer of "American Idol," "Family Feud" and "America's Got Talent." Marketers provided the briefs, Fremantle wrote the 30-minute TV shows,…
  • Edelman China Chief Back Home; Questions Abound About His Absence

    14 Oct 2014 | 11:00 am
    The China chief of PR giant Edelman has returned home to his family, the company said Tuesday, marking the end of a two-and-a-half month absence during which he was apparently cooperating with Chinese authorities on an investigation.Steven Cao, CEO of the PR giant's China holding company, stopped reporting to the office in July. Soon afterward, Chinese authorities visited one of the company's subsidiaries in Beijing to seek help with an inquiry, the firm said at the time. There are many unanswered questions about the case, including what the investigation is about and whether Mr. Cao is still…
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    Advertising Age - Hispanic Marketing

  • 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…
  • The Top-Recalled Ads in Spanish-Language Magazines

    7 Oct 2014 | 12:30 pm
    Which print ads best catch readers' attention in Spanish-language magazines in the United States? And how do these ads compare with those that are the most recalled by readers of magazines in English?To find out, GfK MRI Starch Advertising Research conducted online surveys that measured ad recall by 688,991 adult respondents for 2,916 English-language magazine issues from May of 2013 through May of 2014. During the same time period, Starch en Espaol conducted the same kind of surveys with 19,036 adult readers of 103 Spanish-language magazine issues. Only one-page ads were analyzed.At this…
  • U.S. Hispanic Draws More Players, From Arnold to We Believers

    26 Sep 2014 | 4:00 am
    A mix of new players is targeting the U.S. Hispanic market, from tiny startups like We Believers to general market agencies including Havas-owned Arnold Worldwide."When I believe in something, anything is possible," said Gustavo Lauria, who started We Believers with Marco Vega after the two recently left their jobs as managing partners at Vidal Partnership, a Hispanic agency that has suffered major client and staff losses in the last few years.Mr. Lauria, a former creative director at La Comunidad, and Mr. Vega, whose background is in planning, are setting up shop in the stylish Neuehouse…
  • Do You Use an Electronic Business Card Yet? See Who Does

    11 Sep 2014 | 11:27 am
    When people cluster around Isaac Mizrahi at business gatherings these days, it's often because they're intrigued by the cool electronic business card his Hispanic ad agency Alma created a few months ago. Continue reading at AdAge.com
  • Univision's Jessica Rodriguez Is Promoted to CMO

    7 Aug 2014 | 11:58 am
    Univision Communications named Jessica Rodriguez to the long-vacant post of chief marketing officer of the Spanish-language media group.Ms. Rodriguez, who joined Univision as an intern at the network's TV station in Los Angeles, was most recently EVP of program scheduling and promotions. In that role, she headed the Univision Agency, created last year by Univision's President-CEO Randy Falco to oversee a media inventory of more than $500 million across Univision's broadcast, cable, radio and digital properties.Univision's last CMO was Maryam Banikarim, who left in 2009 to join NBC Universal…
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    Advertising Age - Rance Crain

  • 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…
  • Mike Hughes' Legacy and Work Ethic Live on at the Martin Agency

    2 Sep 2014 | 11:00 am
    Mike Hughes, who died of cancer last year at the age of 65, was inducted posthumously into the Advertising Hall of Fame this spring. He had been president of the Martin Agency for almost 20 years.John Adams, chairman of Martin, and Joe Alexander, chief creative officer, accepted the award on behalf of Mike. I talked with them about Mike and about Martin's creative philosophy as part of a video series with Hall of Fame inductees.I didn't want a sorrowful interview, so I started by asking what brings a smile to their faces when they think of Mike? Continue reading at AdAge.com
  • The Secret to Joe Pytka's Super Bowl Success Is Knowing When to Fight

    12 Aug 2014 | 4:00 am
    Joe Pytka has directed over 80 Super Bowl commercials -- and nine that topped the USA Today ad meter -- but he thinks most Big-Game spots are "horrendous, overproduced, over-thought, grotesque."The people who want to see their name in lights on Monday morning "think too hard, and they kind of want to do things that are stupid," he told me during an interview on the occasion of his induction into the Advertising Hall of Fame. "They're trying to be original, and sometimes you become stupid when you're original."And everybody's at fault. "The clients are at fault because they approve the work.
 
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    Advertising Age - The Media Guy

  • 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
  • What's Going On With This Whole 'YouTube Stars' Phenomenon, Anyway?

    30 Sep 2014 | 9:00 am
    In the current issue of Advertising Age, you'll find a piece titled "YouTube Stars You May Not Know -- But Should." I was tipped off to the existence of this story by me (I wrote it up based on suggestions from colleagues).Having watched countless hours of YouTube videos while trying to help decide the handful of rising stars we'd end up highlighting, I think I've gained some insight into what, exactly, is going on with this whole "YouTube stars" phenomenon. Namely:These are truly mainstream stars Continue reading at AdAge.com
  • Six More U2-Style Removal Tools Apple Should Introduce

    16 Sep 2014 | 12:45 pm
    If you're not a fan of U2 and you use iTunes, then you were probably delighted to learn that Apple has released a special U2-album removal tool that instantly deletes the freebie "Songs of Innocence" from music libraries.Smooth move, Apple -- but I have to say, why stop there? While you're at it, I've got some ideas for other removal tools you should consider introducing: A Bono removal tool. I'm mean, The Edge, Adam Clayton and Larry Mullen, Jr., all seem alright. My theory is that maybe if people didn't have to hear Bono's braying, they might like U2 more. Continue reading at AdAge.com
  • We're All Content Strategists for Apple, Working Pro Bono

    15 Sep 2014 | 11:00 am
    Last Tuesday, the day Apple launched the Apple Watch -- and assorted other stuff (but mostly the Apple Watch) -- Josh Sternberg tweeted, "so which publication ran the best apple ad today?"Given that his tweet was only favorited twice and retweeted twice more, I guess a lot of people didn't get the joke. It helps to know that Sternberg, a former media reporter, spearheads the creation of native advertising for marketers at The Washington Post's Brand Studio unit. His title is content strategist.Basically, the point of Sternberg's tweet was that last week the media busied itself running stories…
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    Advertising Age - Guest Columnists

  • Marketers: It's Time for a Millennial CMO

    20 Oct 2014 | 11:00 am
    Let's give millennials the CMO chair. We know they think they're ready for it. And maybe they are.Maybe the CMO role is the most appropriate role for them. They've got the highest branding IQ of any generation. They've been acting as their own CSMO (chief self-marketing officer). After all, they've been promoting their own brand for years. They don't have channel strategies, they just are. They don't need words like "content" or "journey," because to them, it is just "stuff" people "do".All millennials, simply because they are such, are already their own brand. They have social channels and…
  • The Future of Engagement Is Big Data Plus Big Emotion

    10 Oct 2014 | 8:00 am
    This article is part of a series from the University of Florida College of Journalism and Communications' "Captivate" project, which presents insights from media industry thought leaders on new strategies for audience engagement.The marketing landscape has changed exponentially over the last decade as both marketers and consumers have become more sophisticated, technologically adept, price-smart and also conscious of the impact of having a good reputation.Technology has reset the value equation across the spectrum of audience engagement. Power has switched from the supply side to the demand…
  • Ad Nauseam: Copywriting at its Cringeworthy Best

    4 Oct 2014 | 6:40 am
    Does anyone not know which insurance company you're in good hands with? Or where to sign up if you want to be all you can be? Or what battery keeps going and going and going? That's advertising copy at its best.Then there's copy that makes us cringe. Copy that seemed expedient for the writer at the time. And sadly it stuck.Here are a few of the more egregious examples: Continue reading at AdAge.com
  • Marketers: It's Time for a Smarter Take on the Modern Male

    3 Oct 2014 | 7:27 am
    Our society is at an odd inflection point when it comes to gender dynamics. There's no doubt that men still hold many crucial advantages, so there's plenty of reason to cheer feminism's pop culture moment -- from Beyonc spelling it out in lights at the VMAs; Always showing that there's no shame in acting "like a girl;" and other brands seizing upon female empowerment as a way to connect with women audiences.But today men are falling behind women in some important ways, facing new pressures and evolving in areas that marketers aren't giving them enough credit for. So let's not forget the guys:…
  • In Media, 'Multiplying Value' Should Replace Mantra of 'Cutting Costs'

    30 Sep 2014 | 5:00 am
    When the U.S. was climbing out of the Great Recession, the prescient economist Nouriel Roubini wrote: "Nobody's ever cut their way to prosperity."Of course, financial responsibility and efficiency are core to our business. But the increasing focus on treating media as a commodity threatens a big opportunity to transform the advertising media business into something more valuable and effective.Historically, the industry has focused on delivery, accompanied by client directives to cut costs. But in our attention-starved world, "cutting costs" mostly leads to reduced effectiveness. Continue…
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    Advertising Age - The Big Tent

  • Marketers: Bicultural Hispanics Need to be Heard, So Give Them a Voice

    7 Oct 2014 | 7:00 am
    I recently had a brief telephone conversation with my mother, and was reminded just how dissimilar we are from each other. She is foreign-born, Cuban by birth, and came to this country as an adult. I was born in the U.S. Most marketers would paint us both as "Hispanic" and think their job is done.But it's more complicated than that. Marketers need to understand the dynamics at play with bicultural audiences, and how communications can be interpreted differently in Hispanic vs. U.S. "general market" cultures.When I have phone conversations with my mother, if there's a three-second pause after…
 
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    Advertising Age - Campaign Trail

  • Why Political Data Is a Complete Mess

    6 Oct 2014 | 7:00 am
    Politics is hardly ever a clean business, but the voter data underlying campaign strategies can be a real mess.While today's political data technologies and analytics may look automated and highly precise, the information feeding these systems often comes in far less sophisticated forms, including scanned printouts filled with nonstandardized data. It might even be delivered on a floppy disk.When Sherrie Preische, a Democratic data cruncher in New Jersey, requested information this spring on election outcomes by precinct in Burlington County, she received a 46-page scan of a paper report from…
  • For Adland, Party Lines a Little Blurry Ahead of Midterm

    22 Sep 2014 | 4:00 am
    The GOP may wrest control of the Senate from the Democrats in the mid-term elections and key lawmakers are retiring or are in danger of losing their seats. But the nation's big advertisers are keeping their cool amid the political turmoil, confident they will have the right allies in the next Congress.Dan Jaffe, group executive VP-government relations for the Association of National Advertiser, said the possible takeover of the Senate by Republicans, a party that's considered more business-friendly than the Democrats, is not necessarily a boon for the advertising industry because the issues…
  • In Politics, Partisanship Pays Off for Some Tech Companies

    8 Sep 2014 | 4:00 am
    When NGP VAN touted new features of its software at a get-together in Washington last month, the Democratic tech and data firm attracted some gentle ribbing from its decidedly non-partisan competitor. With a touch of sarcasm, NationBuilder wrote on Twitter: "Looking forward to integrating with the new #ngpvannext open APIs."The investor-backed NationBuilder was referring to the technology that helps feed data from systems like NGP VAN's into tools and platforms that put it to use, such as mobile apps used by door-to-door campaign volunteers. Because NGP VAN stipulates that developers tapping…
  • 'Daisy' at 50: A Look at America's Most-Influential Political Ad

    7 Sep 2014 | 7:00 am
    It was 50 years ago today that the Lyndon Johnson campaign launched one of the most important political ads in American history. With all the subtlety of the atom bomb that co-starred in the spot, "Daisy" -- officially known as "Peace, Little Girl" -- portrayed opponent Barry Goldwater as a danger to the country; likely saved the Johnson team millions in extra ad spending; and showed other political campaigns the kind of destruction TV advertising could do by ushering in a new age of attack ads.That's not to say that attack ads were new in American politics. Since our first elections,…
  • Republican Data Firms Agree to Voter-Data Swap

    29 Aug 2014 | 7:45 am
    The Democratic party is on a mission to foster data and tech unification up and down the ballot, and now the keepers of Republican data have signaled a similar goal. Two of the most prominent voter-data companies on the right, the Data Trust and i360, now will align their databases, allowing clients using either system to tap into some of the same information about voters.Both sides are making moves leading up to November's midterm election -- a staging ground for the 2016 presidential race -- to spur sophistication among campaigns using tech tools and data analysis for field organizing, ad…
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    Advertising Age - DigitalNext

  • TV Advertising Is About to Change Forever

    20 Oct 2014 | 7:10 am
    The start of TV unbundling is upon us, with HBO and CBS leading the way, but we're not just about to see a new way to discover and consume TV content -- we're going to see what happens when TV advertising becomes fully digital.Slowly but surely, a lot of the words we use to describe media and appliances are becoming rather inappropriate. We may use a smartphone, but the phone app for many is one of the least-used apps. We listen to the radio, but we do so from a tablet. We read newspapers from a laptop, and we're about to have watches that have little to do with the time.Yet, we still align…
  • Why Growth Is Killing Digital Agencies

    17 Oct 2014 | 7:00 am
    The brave new world of digital is prompting agencies to be more things to clients. They have to, because marketing is so much more than advertising communications now. It's data mining for unprecedented customer understanding; creating a series of products and experiences; and tying results together by applying a microscope to the whole endeavor.These escalating digital demands for innovation, creativity and speed are at odds with an agency growth model that's predicated on traditional management techniques. The result -- there's an operations crisis brewing in the digital agency world.It's…
  • Marketers: It's Time to Empower the CXO

    15 Oct 2014 | 8:45 am
    The overhead lights are burning out, the air is thick, and the CMO's office is nearly dead. The world outside is one of omnichannel communications, big data and accessing a consumer's "plugged-in" lifestyle. This office needs a CXO -- a chief experience officer.Brands have three choices: Oust your CMO and hire a CXO; train or evolve the current CMO with the skills required of a CXO; or augment and optimize the office to support a CMO -- perhaps merging CIOs with CMOs. And sure, maybe it's just a title, but let's consistently establish the CXO role across organizations. Titles run the gamut…
  • It's Time to Take a Responsive Approach to Content Marketing

    15 Oct 2014 | 7:20 am
    Lots of companies are grouping a few writers and designers together and proclaiming themselves "brand newsrooms," but most of the messaging that comes out of newsrooms like these feels stale and awkward. The culprit? Process. Most brands won't let a single Tweet, Facebook image, or banner ad out the door without it being vetted, quintuple-checked and sent to four directors for approval five weeks in advance.Instead, brands need to make more like publishers and adopt a truly responsive philosophy in their newsrooms.On the other end of the spectrum, publishers face intense competition for their…
  • What Content Marketers Can Learn From the Water-Delivery Business

    14 Oct 2014 | 7:00 am
    For the last decade the marketing world has been engulfed in the world's largest (and longest) plumbing project. We've seen a collective of smart people in Silicon Valley, New York and elsewhere taking to the streets to build shiny new pipes designed to help brands deliver stuff to consumers.It started with the rise of digital, which brought websites and microsites. Eventually we graduated to social, which saw the construction of the Myspace pipe (long abandoned), the Facebook pipe (saturated), Twitter, Pinterest and many more. And now, mobile has created a platform to provide even more ways…
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    Advertising Age - Small Agency Diary

  • 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…
  • How To Punch Above Your Weight and Land the Big Client: Video

    31 Jul 2014 | 4:00 am
    Even the smallest of agencies dream of winning big clients. And these days, it's not an uncommon occurrence. But is there a secret to reeling in the big fish? Ad Age Video Producer Nathan Skid caught up with Kevin DiLorenzo of Barrie D'Rozario DiLorenzo and AAR Partners' Lisa Colantuono at the 2014 Ad Age Small Agency Conference for some answers. They dished on what small agencies have to offer that big agencies don't -- and why big clients aren't always the best prospect for a small shop in the first place.See yesterday's How To Attract Talent video from the Small Agency Conference. Continue…
  • 24: The Most Important Number for Small-Agency Owners

    25 Jul 2014 | 3:45 am
    I recently came across a statistic that said that nearly 75% of all small-business owners consider their most important business goal to be "maintaining and increasing sales." It got me thinking about whether or not I would agree with my fellow entrepreneurs. I don't. I likely wouldn't fall into the remaining quarter of respondents either, as I would assume many of them stated goals along the lines of growth, awards, notoriety, innovation, new business, strategy, strong talent, etc. Don't get me wrong -- all of these are productive goals to have if you want to prosper, but they are all…
 
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