Advertising Age

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  • 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.
  • Will 'King of Magazines' Spin Off Print Unit? Execs 'Not Opposed'

    Advertising Age - Complete Feed
    23 Oct 2014 | 12:02 pm
    Media companies have been streamlining their businesses by cleaving off underperforming print units from more lucrative TV, film and digital businesses. Just this year, Time Warner spun off magazine division Time Inc., Tribune Company split apart its TV and newspaper businesses and Gannett announced plans to divide TV and print, all following similar moves from other companies in years prior.But Meredith Corporation, publisher of magazines like Better Homes and Gardens as well as the owner and operator of 15 local TV stations, has not joined the movement. During an investor call Thursday to…
  • Cybersecurity and Data Breaches: What CMOs Need to Know

    Advertising Age - Blog Posts
    23 Oct 2014 | 3:45 am
    As the threat of data breaches increases, CMOs need to work closely with the C-suite to develop a proactive strategy, Steve Durbin writes.
  • Will 'King of Magazines' Spin Off Print Unit? Execs 'Not Opposed'

    Advertising Age - Latest News
    23 Oct 2014 | 12:02 pm
    Media companies have been streamlining their businesses by cleaving off underperforming print units from more lucrative TV, film and digital businesses. Just this year, Time Warner spun off magazine division Time Inc., Tribune Company split apart its TV and newspaper businesses and Gannett announced plans to divide TV and print, all following similar moves from other companies in years prior.But Meredith Corporation, publisher of magazines like Better Homes and Gardens as well as the owner and operator of 15 local TV stations, has not joined the movement. During an investor call Thursday to…
  • Maurice Lvy is 'Fed Up' With Talking About the Omnicom Merger

    Advertising Age - Agency News
    23 Oct 2014 | 7:08 am
    Publicis Groupe's organic growth (excluding acquisitions) was just 1% for the third quarter of 2014, as Chairman-CEO Maurice Lvy continued to blame his group's poor performance on the failed merger with Omnicom.Revenues were up 4.4% to $2.2 billion in the third quarter.In an attempt to leave the bad memories behind him, Mr. Lvy at first avoided reference to the deal-that-never-was, and spoke instead of "other plans" that had derailed Publicis Groupe. But, towards the end of a conference call with analysts, he concedes that was all "pure rhetoric." Continue reading at AdAge.com
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    Advertising Age - Complete Feed

  • Will 'King of Magazines' Spin Off Print Unit? Execs 'Not Opposed'

    23 Oct 2014 | 12:02 pm
    Media companies have been streamlining their businesses by cleaving off underperforming print units from more lucrative TV, film and digital businesses. Just this year, Time Warner spun off magazine division Time Inc., Tribune Company split apart its TV and newspaper businesses and Gannett announced plans to divide TV and print, all following similar moves from other companies in years prior.But Meredith Corporation, publisher of magazines like Better Homes and Gardens as well as the owner and operator of 15 local TV stations, has not joined the movement. During an investor call Thursday to…
  • How Adobe Plans to Win the Marketing-Cloud Battle

    23 Oct 2014 | 9:00 am
    Earlier this week, Forrester released its first ever report ranking marketing technology companies by product offering. At the very top of the list? Adobe -- a company known better for Photoshop and its creative suite than its tools helping companies interact more intelligently with customers and prospects.Adobe beat out software powerhouses Oracle, IBM and SAP, which have made marketing software a priority, in some cases counting on marketing tech to drive software sales to other departments including sales (customer relationship management) and customer service (social listening).Brad…
  • Auto Dealers Fume Over 'Insulting' Edmunds.com Ads

    23 Oct 2014 | 8:15 am
    New YouTube ads from Edmunds.com, which suggest that car dealers are unethical hagglers, have provoked a backlash.Kevin Frye, e-commerce director for The Jeff Wyler Automotive Family in Cincinnati, said the four videos perpetuate stereotypes of dealers as bargainers trying to take advantage of shoppers with outrageous markups.Mr. Frye said Tuesday that he will cancel the Wyler dealership group's Edmunds.com subscriptions. Dealers pay Edmunds to post their inventory online. Continue reading at AdAge.com
  • BtoB Case Study: How UTest Rebranded as Applause

    23 Oct 2014 | 8:00 am
    When UTest rebranded as Applause in May, it had the challenge of bringing together three previously separate brands, while keeping its core brand intact.UTest was known for its app-testing service UTest, as well as two other products -- Applause, an app-quality service targeted at marketing executives, and Apphance, an app-testing service for the developer community."The objective was going from three different point offerings to a much broader, integrated solution," said Matt Johnston, chief marketing and strategy officer at UTest. "The rebrand was about building a much larger umbrella we…
  • It's Not Just About E-Commerce: How Alibaba Is Courting Hollywood

    23 Oct 2014 | 7:45 am
    Chinese billionaire Jack Ma is stepping up his Hollywood dealmaking push, leading a team of Alibaba executives meeting with studios to acquire online content, people with knowledge of the situation said.The Alibaba Group Holding founder will meet in coming days with Lions Gate Entertainment Corp., Walt Disney Co., Viacom Inc.'s Paramount Pictures, Time Warner Inc.'s Warner Bros., Sony Corp. and Comcast Corp.'s Universal, said the people, who asked not to be named because the talks are private. Hangzhou, China-based Alibaba will seek deals that give it the right to distribute U.S. movies and…
 
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    Advertising Age - Latest News

  • Will 'King of Magazines' Spin Off Print Unit? Execs 'Not Opposed'

    23 Oct 2014 | 12:02 pm
    Media companies have been streamlining their businesses by cleaving off underperforming print units from more lucrative TV, film and digital businesses. Just this year, Time Warner spun off magazine division Time Inc., Tribune Company split apart its TV and newspaper businesses and Gannett announced plans to divide TV and print, all following similar moves from other companies in years prior.But Meredith Corporation, publisher of magazines like Better Homes and Gardens as well as the owner and operator of 15 local TV stations, has not joined the movement. During an investor call Thursday to…
  • Cable TV's Upfront Haul Declines for First Time in Four Years

    23 Oct 2014 | 11:15 am
    Cable TV networks broke a four-year streak of rising ad commitments in this summer's annual upfront market, with total ad bookings dropping by 6% to $9.6 billion, according to the Cabletelevision Advertising Bureau, a trade group for the cable industry.Ad buyers' commitments to cable in last year's upfront totaled $10.2 billion, according to the group, up 52% from 2009.It's harder to gauge broadcast networks' success in the upfront, where TV networks look to secure a bulk of their ad commitments for the upcoming TV season, because they don't report their results to an organization to compile…
  • How Adobe Plans to Win the Marketing-Cloud Battle

    23 Oct 2014 | 9:00 am
    Earlier this week, Forrester released its first ever report ranking marketing technology companies by product offering. At the very top of the list? Adobe -- a company known better for Photoshop and its creative suite than its tools helping companies interact more intelligently with customers and prospects.Adobe beat out software powerhouses Oracle, IBM and SAP, which have made marketing software a priority, in some cases counting on marketing tech to drive software sales to other departments including sales (customer relationship management) and customer service (social listening).Brad…
  • Auto Dealers Fume Over 'Insulting' Edmunds.com Ads

    23 Oct 2014 | 8:15 am
    New YouTube ads from Edmunds.com, which suggest that car dealers are unethical hagglers, have provoked a backlash.Kevin Frye, e-commerce director for The Jeff Wyler Automotive Family in Cincinnati, said the four videos perpetuate stereotypes of dealers as bargainers trying to take advantage of shoppers with outrageous markups.Mr. Frye said Tuesday that he will cancel the Wyler dealership group's Edmunds.com subscriptions. Dealers pay Edmunds to post their inventory online. Continue reading at AdAge.com
  • BtoB Case Study: How UTest Rebranded as Applause

    23 Oct 2014 | 8:00 am
    When UTest rebranded as Applause in May, it had the challenge of bringing together three previously separate brands, while keeping its core brand intact.UTest was known for its app-testing service UTest, as well as two other products -- Applause, an app-quality service targeted at marketing executives, and Apphance, an app-testing service for the developer community."The objective was going from three different point offerings to a much broader, integrated solution," said Matt Johnston, chief marketing and strategy officer at UTest. "The rebrand was about building a much larger umbrella we…
 
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    Advertising Age - Agency News

  • Maurice Lvy is 'Fed Up' With Talking About the Omnicom Merger

    23 Oct 2014 | 7:08 am
    Publicis Groupe's organic growth (excluding acquisitions) was just 1% for the third quarter of 2014, as Chairman-CEO Maurice Lvy continued to blame his group's poor performance on the failed merger with Omnicom.Revenues were up 4.4% to $2.2 billion in the third quarter.In an attempt to leave the bad memories behind him, Mr. Lvy at first avoided reference to the deal-that-never-was, and spoke instead of "other plans" that had derailed Publicis Groupe. But, towards the end of a conference call with analysts, he concedes that was all "pure rhetoric." Continue reading at AdAge.com
  • Coca-Cola Names New CMO

    23 Oct 2014 | 7:02 am
    Coca-Cola has tapped Marcos de Quinto as its new chief marketing officer.He replaces Joe Tripodi, who had been in the role for seven years. Mr. De Quinto has been president of the Iberia business unit since January 2000 covering Spain and Portugal.Mr. Tripodi was named chief marketing and commercial officer in July 2007. He followed a string of high-profile marketers, including Steve Heyer, Mary Minnick and Esther Lee. His appointment marked the first time Coca-Cola had unified traditional advertising, point-of-purchase marketing and in-store sales under a single executive. Continue reading…
  • Razorfish CEO Pete Stein to Leave at End of Year

    23 Oct 2014 | 4:00 am
    Razorfish CEO Pete Stein has plans to leave at the end of the year as Publicis Groupe undergoes a digital-agency reorganization, according to people familiar with the matter.Razorfish and Mr. Stein declined to comment.The news follows an announcement last month that the CEO of smaller digital shop Rosetta, Tom Adamski, would take over as global CEO of a newly created Razorfish Global network that would combine Rosetta and Razorfish. Continue reading at AdAge.com
  • Interpublic Reports Top- and Bottom-Line Growth in Key Third Quarter

    22 Oct 2014 | 5:14 am
    Interpublic Group of Companies on Wednesday morning beat analysts' expectations for revenue growth in the third quarter, reporting a year-over-year increase of 8.3%, and said net income grew 88.6% to $92.8 million.Organic revenue, including results from continuing operations but excluding factors such as acquisitions, increased 6.3%."We are pleased with strong growth in revenue and profitability during the quarter and for the first nine months of 2014," Interpublic Chairman-CEO Michael Roth said in a statement. "Strategic actions taken over the years to develop our digital assets, creative…
  • D.C. Consultancy ICF Buying Agency Olson in Adland's Latest Nontraditional Deal

    21 Oct 2014 | 1:51 pm
    Consultancy ICF is set to acquire Minneapolis-based agency group Olson, the companies said Tuesday.The deal is expected to close in mid-November, subject to regulatory approval and other closing conditions, they said.Olson is one of the larger independent digital agencies in North America, with over 500 staffers and $93.5 million in U.S. revenue in 2013, according to the Ad Age DataCenter. Continue reading at AdAge.com
 
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    Advertising Age - Digital

  • How Adobe Plans to Win the Marketing-Cloud Battle

    23 Oct 2014 | 9:00 am
    Earlier this week, Forrester released its first ever report ranking marketing technology companies by product offering. At the very top of the list? Adobe -- a company known better for Photoshop and its creative suite than its tools helping companies interact more intelligently with customers and prospects.Adobe beat out software powerhouses Oracle, IBM and SAP, which have made marketing software a priority, in some cases counting on marketing tech to drive software sales to other departments including sales (customer relationship management) and customer service (social listening).Brad…
  • Auto Dealers Fume Over 'Insulting' Edmunds.com Ads

    23 Oct 2014 | 8:15 am
    New YouTube ads from Edmunds.com, which suggest that car dealers are unethical hagglers, have provoked a backlash.Kevin Frye, e-commerce director for The Jeff Wyler Automotive Family in Cincinnati, said the four videos perpetuate stereotypes of dealers as bargainers trying to take advantage of shoppers with outrageous markups.Mr. Frye said Tuesday that he will cancel the Wyler dealership group's Edmunds.com subscriptions. Dealers pay Edmunds to post their inventory online. Continue reading at AdAge.com
  • It's Not Just About E-Commerce: How Alibaba Is Courting Hollywood

    23 Oct 2014 | 7:45 am
    Chinese billionaire Jack Ma is stepping up his Hollywood dealmaking push, leading a team of Alibaba executives meeting with studios to acquire online content, people with knowledge of the situation said.The Alibaba Group Holding founder will meet in coming days with Lions Gate Entertainment Corp., Walt Disney Co., Viacom Inc.'s Paramount Pictures, Time Warner Inc.'s Warner Bros., Sony Corp. and Comcast Corp.'s Universal, said the people, who asked not to be named because the talks are private. Hangzhou, China-based Alibaba will seek deals that give it the right to distribute U.S. movies and…
  • Pinterest Taps Weather Channel's Eric Hadley to Oversee Agency Relations

    22 Oct 2014 | 5:20 pm
    As Pinterest prepares to ramp up its advertising business, the social network has hired a top marketer to tighten its ties with brands and agencies.Pinterest has tapped Weather Channel Senior VP-Sales Strategy and Marketing Eric Hadley as the social network's head of partner marketing.Among other responsibilities, Mr. Hadley will lead Pinterest's agency outreach organization that works with creative shops and media agencies to develop content and media-buying strategies for their clients. Continue reading at AdAge.com
  • Survey: 80% of Premium Publishers Want to Sell Ads Based on Time

    22 Oct 2014 | 2:19 pm
    Just weeks after the Financial Times said it would begin selling digital ads based on the time for which they're exposed to readers, a new survey shows other digital publishers are growing bullish about the tactic. The survey, from Digital Content Next, found that 80% of "premium" publishers are interested in pricing and selling their advertising inventory according to time-based metrics.The research surveyed 25 members of Digital Content Next, formerly called the Online Publishers Association, including Conde Nast, ESPN, Forbes, Gannett, CNBC Digital, Inc. The New York Times, The Wall Street…
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    Advertising Age - Global News

  • It's Not Just About E-Commerce: How Alibaba Is Courting Hollywood

    23 Oct 2014 | 7:45 am
    Chinese billionaire Jack Ma is stepping up his Hollywood dealmaking push, leading a team of Alibaba executives meeting with studios to acquire online content, people with knowledge of the situation said.The Alibaba Group Holding founder will meet in coming days with Lions Gate Entertainment Corp., Walt Disney Co., Viacom Inc.'s Paramount Pictures, Time Warner Inc.'s Warner Bros., Sony Corp. and Comcast Corp.'s Universal, said the people, who asked not to be named because the talks are private. Hangzhou, China-based Alibaba will seek deals that give it the right to distribute U.S. movies and…
  • Maurice Lvy is 'Fed Up' With Talking About the Omnicom Merger

    23 Oct 2014 | 7:08 am
    Publicis Groupe's organic growth (excluding acquisitions) was just 1% for the third quarter of 2014, as Chairman-CEO Maurice Lvy continued to blame his group's poor performance on the failed merger with Omnicom.Revenues were up 4.4% to $2.2 billion in the third quarter.In an attempt to leave the bad memories behind him, Mr. Lvy at first avoided reference to the deal-that-never-was, and spoke instead of "other plans" that had derailed Publicis Groupe. But, towards the end of a conference call with analysts, he concedes that was all "pure rhetoric." Continue reading at AdAge.com
  • 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…
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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

  • Cybersecurity and Data Breaches: What CMOs Need to Know

    23 Oct 2014 | 3:45 am
    With the explosion of today's digital age, cybersecurity is quickly becoming one of the foremost issues facing CMOs. In order to be successful, CMOs must prepare themselves for a highly dynamic cybersecurity threat landscape, and with the help of the C-suite, develop a proactive strategy to prepare the organization for the dangers lurking around the corner.Digital technology has opened many new doors for organizations, enabling greater brand engagement and innovative customer experiences. But, at the same time, it has also exponentially multiplied the points of vulnerability for data breaches…
  • How Brands Can Outsmart the Mobile-App Rush

    22 Oct 2014 | 8:15 am
    The mobile ecosystem has given rise to some of the most innovative companies that the tech sector has ever seen. These platforms -- Uber, Flipboard, RunKeeper and Square to name a few -- touch every aspect of our lives from healthcare to transportation, entertainment and productivity at the office. It's hard to imagine that Apple's app store launched just six years ago. In such a short timeframe, some mobile apps have become a cornerstone of all of our lives. In fact, half of you are likely to be reading this article from a smartphone or tablet.To build a successful app, you need to evolve…
  • 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…
 
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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…
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