Advertising Age

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  • Why Consumer Brands Should Focus on the Top 5% of Customers

    Advertising Age - Blog Posts
    2 Sep 2015 | 7:00 am
    Here are three ways consumer brands can provide a laser-focus on their top social influencers, writes Kyle Wong.
  • Saatchi & Saatchi Names Justin Billingsley Chief Operating Officer

    Advertising Age - Complete Feed
    3 Sep 2015 | 12:30 am
    Saatchi & Saatchi has tapped Justin Billingsley as worldwide chief operating officer, succeeding Chris Foster, who is moving to parent Publicis Groupe in the newly created role of senior VP-global clients.This is Mr. Billingsley's second promotion this year. In January, he was moved up to CEO of dynamic markets from European chief operating officer.The move cements the professional relationship between Mr. Billingsley and Robert Senior, who officially succeeded Kevin Roberts as CEO of Saatchi & Saatchi Worldwide at the start of the year. Continue reading at AdAge.com
  • MetLife Names Argonaut New Creative Agency

    Advertising Age - Latest News
    3 Sep 2015 | 4:00 am
    Argonaut has been named MetLife's new global creative agency after a review.The review was initiated by the insurance company's relatively new Global Chief Marketing Officer Esther Lee, who joined the company in December. The review began in March and was handled by Select Resources.Ms. Lee said she initiated the review because she wanted marketing to have a "clean slate." The account had previously been at MDC Partners' CP&B, which was invited to participate in the review, but declined, Ms. Lee said. Continue reading at AdAge.com
  • MetLife Names Argonaut New Creative Agency

    Advertising Age - Agency News
    3 Sep 2015 | 4:00 am
    Argonaut has been named MetLife's new global creative agency after a review.The review was initiated by the insurance company's relatively new Global Chief Marketing Officer Esther Lee, who joined the company in December. The review began in March and was handled by Select Resources.Ms. Lee said she initiated the review because she wanted marketing to have a "clean slate." The account had previously been at MDC Partners' CP&B, which was invited to participate in the review, but declined, Ms. Lee said. Continue reading at AdAge.com
  • Motorola Challenges Apple With a New Moto 360 Smartwatch and Distribution at Nordstrom

    Advertising Age - Digital
    2 Sep 2015 | 3:08 pm
    So far, Apple has been the only smartwatch maker to think deeply about its devices as fashion accessories. That changed Wednesday. With the second generation collection of Moto 360 smartwatches, Motorola is doubling down on design while claiming that it has drastically improved on the technical side, too.The new Moto 360 isn't a single watch with a few small variations, as the first edition was. This watch comes in three basic variations, each with a number of customizable details.Two watches are intended for men, one that's 46 millimeters across and a second that's 42mm. They take 24mm and…
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    Advertising Age - Complete Feed

  • Saatchi & Saatchi Names Justin Billingsley Chief Operating Officer

    3 Sep 2015 | 12:30 am
    Saatchi & Saatchi has tapped Justin Billingsley as worldwide chief operating officer, succeeding Chris Foster, who is moving to parent Publicis Groupe in the newly created role of senior VP-global clients.This is Mr. Billingsley's second promotion this year. In January, he was moved up to CEO of dynamic markets from European chief operating officer.The move cements the professional relationship between Mr. Billingsley and Robert Senior, who officially succeeded Kevin Roberts as CEO of Saatchi & Saatchi Worldwide at the start of the year. Continue reading at AdAge.com
  • Motorola Challenges Apple With a New Moto 360 Smartwatch and Distribution at Nordstrom

    2 Sep 2015 | 3:08 pm
    So far, Apple has been the only smartwatch maker to think deeply about its devices as fashion accessories. That changed Wednesday. With the second generation collection of Moto 360 smartwatches, Motorola is doubling down on design while claiming that it has drastically improved on the technical side, too.The new Moto 360 isn't a single watch with a few small variations, as the first edition was. This watch comes in three basic variations, each with a number of customizable details.Two watches are intended for men, one that's 46 millimeters across and a second that's 42mm. They take 24mm and…
  • Verizon Explains Logic Behind Its Puzzling New Logo

    2 Sep 2015 | 2:52 pm
    Ad Age reported earlier today, now that Verizon acquired AOL in June for $4.4 billion, it's creating a new visual identity. At the time of our original report, the company wasn't commenting. But now it has released a statement and a video that tries to explain the new look, which was created by design agency Pentagram.So why mess with a good thing? Chief Marketing Officer Diego Scotti explains the purpose like so: "Our goal was to define a brand identity that stands for simplicity, honesty, and even joy, in a category that has become overrun with confusion, disclaimers and frustration."Here's…
  • Verizon Said to Start Pared-Down Video Service 'Go90' in Coming Days

    2 Sep 2015 | 12:17 pm
    Verizon Communications will make its internet-based mobile video service widely available in the coming days, offering free shows aimed at young viewers, at least initially, according to a person familiar with the situation.The Go90 service -- until now in testing stage -- will feature content only from a handful of media partners including AOL, DreamWorks Animation SKG's Awesomeness TV, Vice Media and Viacom, according to the person, who asked not to be named since the information isn't yet public.The service, which will show ads, is a pared-down version of what the carrier envisioned…
  • NFL Themes Are Starting to Take Over the Airwaves: It's Last Night's New Commercials

    2 Sep 2015 | 11:31 am
    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 yesterday. 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, Walmart, BMW and JP Wiser's Rye rally around game-day ahead of next week's NFL regular-season opener with ads that show fans…
 
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    Advertising Age - Latest News

  • MetLife Names Argonaut New Creative Agency

    3 Sep 2015 | 4:00 am
    Argonaut has been named MetLife's new global creative agency after a review.The review was initiated by the insurance company's relatively new Global Chief Marketing Officer Esther Lee, who joined the company in December. The review began in March and was handled by Select Resources.Ms. Lee said she initiated the review because she wanted marketing to have a "clean slate." The account had previously been at MDC Partners' CP&B, which was invited to participate in the review, but declined, Ms. Lee said. Continue reading at AdAge.com
  • Back to 'Mad Men' -- What the Future Holds for Ad Agencies

    3 Sep 2015 | 4:00 am
    "Mad Men" has recently finished its seven-season run, and no TV show has ever captured the hearts and minds of the inner workings of Madison Avenue. Or at least, how it was. Much has changed in the agency world since then, and that change is accelerating with the growing presence of data and software in the mix. This change poses significant, if not existential, strategic challenges to agencies.Let's remember how the current agency holding-company structure came about. First there were large and small creative agencies that specialized in coming up with strategy, copy and art for ad…
  • How CMOs Are Spending Across The Customer-Buying Cycle

    3 Sep 2015 | 4:00 am
    IBM and the CMO Club." image="http://%%img_server%%/images/bin/image/large/IBM_buyer_study.jpg" url="More than half of marketers plan to boost marketing budgets, and content is making up the biggest piece of the pie, according to a new study by IBM and the CMO Club -- an organization of CMOs at b-to-b and b-to-c companies. Continue reading at AdAge.com
  • McDonald's All-Day Breakfast Might Make America's Egg Shortage Worse

    3 Sep 2015 | 4:00 am
    McDonald's plan to sell breakfast sandwiches throughout the day has delighted many customers, but the move risks exacerbating egg-supply woes in the U.S.Restaurants and other food companies have already been struggling to get enough eggs following the worst outbreak of bird flu in U.S. history. With the world's largest fast-food chain shifting to all-day breakfast next month, the strain is only going to increase, said Darren Tristano, an exec VP at research firm Technomic. That could mean higher prices for consumers, as well as chains having to get more creative with where they get their…
  • Saatchi & Saatchi Names Justin Billingsley Chief Operating Officer

    3 Sep 2015 | 12:30 am
    Saatchi & Saatchi has tapped Justin Billingsley as worldwide chief operating officer, succeeding Chris Foster, who is moving to parent Publicis Groupe in the newly created role of senior VP-global clients.This is Mr. Billingsley's second promotion this year. In January, he was moved up to CEO of dynamic markets from European chief operating officer.The move cements the professional relationship between Mr. Billingsley and Robert Senior, who officially succeeded Kevin Roberts as CEO of Saatchi & Saatchi Worldwide at the start of the year. Continue reading at AdAge.com
 
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    Advertising Age - Agency News

  • MetLife Names Argonaut New Creative Agency

    3 Sep 2015 | 4:00 am
    Argonaut has been named MetLife's new global creative agency after a review.The review was initiated by the insurance company's relatively new Global Chief Marketing Officer Esther Lee, who joined the company in December. The review began in March and was handled by Select Resources.Ms. Lee said she initiated the review because she wanted marketing to have a "clean slate." The account had previously been at MDC Partners' CP&B, which was invited to participate in the review, but declined, Ms. Lee said. Continue reading at AdAge.com
  • Kerry Fitzmaurice Tapped to Lead McKinney's New York Office

    1 Sep 2015 | 12:00 pm
    McKinney has named Kerry Fitzmaurice the new top executive leading the New York office.In her new role as managing director, Ms. Fitzmaurice will work to grow the 40-person office through new business and organic growth. "Kerry has built a successful business from the ground up. She has great passion for the work. And she's driven and full of energy," said Brad Brinegar, chairman and CEO of Mckinney, in a statement. "These qualities made her our unanimous choice out of a very strong group of candidates.""Not only did it feel like an outstanding agency, they're outstanding people, too" said…
  • Starcom Wins U.S. Media for New Kraft Heinz Company

    28 Aug 2015 | 10:25 am
    Newly merged food giant Kraft Heinz will consolidate media planning and buying in the U.S. with Publicis Groupe's Starcom. The move means Starcom -- which had been the incumbent for the former Kraft Foods Group Co. -- will pick up Heinz brands in the U.S., which had been at Interpublic's UM."As we work to build something truly special at The Kraft Heinz Company, we are examining every aspect of our business to ensure we are operating efficiently and effectively, and best positioning the company to deliver on the needs of our consumers. In this spirit, we have decided to consolidate all media…
  • Ad Age Introduces Behind the Work Series at Brand Summit

    28 Aug 2015 | 4:00 am
    Five groundbreaking ad campaigns will be presented by the leaders who created them at this year's Ad Age Brand Summit in Los Angeles on Nov. 3 and 4.Curated by the editors of Creativity, Ad Age's sibling publication, the series will showcase how creative insights can change perceptions and boost businesses. Agency and brand leaders will discuss the insights that led to the campaigns and their creative process. The campaigns that will be featured include:AT&T, BBDO: "It Can Wait" Continue reading at AdAge.com
  • Subway Taps BBDO as New Creative Agency

    27 Aug 2015 | 1:40 pm
    Subway has tapped Omnicom's BBDO to handle its advertising after a review.The Omnicom agency will replace Boston-based MMB, which has long handled Subway's work. Other agencies involved in the review include Interpublic Group of Cos. shops the Martin Agency and McCann Erickson.The agency change comes as the company is trying to rebound from an estimated 3% decline in U.S. sales last year, its first decline in years. It also comes after Subway's longtime pitchman, Jared Fogle, was investigated by federal authorities in early July. Last week, Mr. Fogle said that he would plead guilty to child…
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    Advertising Age - Digital

  • Motorola Challenges Apple With a New Moto 360 Smartwatch and Distribution at Nordstrom

    2 Sep 2015 | 3:08 pm
    So far, Apple has been the only smartwatch maker to think deeply about its devices as fashion accessories. That changed Wednesday. With the second generation collection of Moto 360 smartwatches, Motorola is doubling down on design while claiming that it has drastically improved on the technical side, too.The new Moto 360 isn't a single watch with a few small variations, as the first edition was. This watch comes in three basic variations, each with a number of customizable details.Two watches are intended for men, one that's 46 millimeters across and a second that's 42mm. They take 24mm and…
  • Verizon Explains Logic Behind Its Puzzling New Logo

    2 Sep 2015 | 2:52 pm
    Ad Age reported earlier today, now that Verizon acquired AOL in June for $4.4 billion, it's creating a new visual identity. At the time of our original report, the company wasn't commenting. But now it has released a statement and a video that tries to explain the new look, which was created by design agency Pentagram.So why mess with a good thing? Chief Marketing Officer Diego Scotti explains the purpose like so: "Our goal was to define a brand identity that stands for simplicity, honesty, and even joy, in a category that has become overrun with confusion, disclaimers and frustration."Here's…
  • Verizon Said to Start Pared-Down Video Service 'Go90' in Coming Days

    2 Sep 2015 | 12:17 pm
    Verizon Communications will make its internet-based mobile video service widely available in the coming days, offering free shows aimed at young viewers, at least initially, according to a person familiar with the situation.The Go90 service -- until now in testing stage -- will feature content only from a handful of media partners including AOL, DreamWorks Animation SKG's Awesomeness TV, Vice Media and Viacom, according to the person, who asked not to be named since the information isn't yet public.The service, which will show ads, is a pared-down version of what the carrier envisioned…
  • Can You See Us Now? Verizon Revamps Logo

    2 Sep 2015 | 10:32 am
    Google's not the only company changing its logo this week. Verizon is also adopting a new look, according to people familiar with the matter.The company launched the change internally today and was expected to publicly announce it Thursday. Verizon said that design agency Pentagram created the new logo. Landor Associates crafted the old Verizon logo back in 2000, when Verizon Communications was formed after the merger of Bell Atlantic and GTE Corp.The new design, which comes after Verizon acquired AOL for $4.4 billion in late June, truncates the large lighting bolt mark and moves it to the…
  • Twitter Unlocks Promoted Tweets in 167 More Countries

    2 Sep 2015 | 8:30 am
    Twitter is opening a large potential advertiser base by making it possible to pay to promote posts in 167 more countries and territories.It marks a milestone for the company, which has long said international expansion was a priority, but until Wednesday had self-service advertising available only in 33 countries, Twitter said in a statement. Those types of advertisements allow people to pay to show their tweets to more people who aren't following them.The move could boost Twitter's revenue. A vast majority of the social-media company's users are overseas, but the U.S. accounted for 63% of…
 
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    Advertising Age - Global News

  • Saatchi & Saatchi Names Justin Billingsley Chief Operating Officer

    3 Sep 2015 | 12:30 am
    Saatchi & Saatchi has tapped Justin Billingsley as worldwide chief operating officer, succeeding Chris Foster, who is moving to parent Publicis Groupe in the newly created role of senior VP-global clients.This is Mr. Billingsley's second promotion this year. In January, he was moved up to CEO of dynamic markets from European chief operating officer.The move cements the professional relationship between Mr. Billingsley and Robert Senior, who officially succeeded Kevin Roberts as CEO of Saatchi & Saatchi Worldwide at the start of the year. Continue reading at AdAge.com
  • Twitter Unlocks Promoted Tweets in 167 More Countries

    2 Sep 2015 | 8:30 am
    Twitter is opening a large potential advertiser base by making it possible to pay to promote posts in 167 more countries and territories.It marks a milestone for the company, which has long said international expansion was a priority, but until Wednesday had self-service advertising available only in 33 countries, Twitter said in a statement. Those types of advertisements allow people to pay to show their tweets to more people who aren't following them.The move could boost Twitter's revenue. A vast majority of the social-media company's users are overseas, but the U.S. accounted for 63% of…
  • Tokyo Retracts Its 2020 Olympics Logo

    1 Sep 2015 | 8:13 am
    Do these logos look too much alike?The organizers of the Tokyo 2020 Olympics scrapped its logo design (on the left) after allegations that Kenjiro Sano, a Tokyo-based designer, plagiarized the emblem of a Belgian playhouse (on the right.) Continue reading at AdAge.com
  • Smartphone Woes Punish Samsung Market Share, Profit and Stock Price

    31 Aug 2015 | 9:19 am
    Tepid demand for Samsung Electronics' newest Galaxy smartphones triggered a fifth straight monthly decline in share prices for the electronics maker, wiping out about $44 billion in market value since April -- almost equivalent to the value of General Motors.Samsung's global smartphone market share fell more than 3% points in the second quarter, and it no longer is the top seller in China, the world's biggest mobile-phone market.It is being undercut at the high end by Apple's bigger iPhones and at the mid-range and low end of the market by devices from Xiaomi, Lenovo and Huawei. Continue…
  • Bebe Is Pushing Into China Now, Despite the Uncertainties There

    28 Aug 2015 | 7:53 am
    For Bebe Stores at least, China is looking pretty good right now.The U.S. apparel chain, which has struggled with weak sales in its home country, is expanding into the Asian nation in search of growth. As part of a licensing deal announced Thursday, Bebe will get its brand into as many as 150 places in China during the next five years.Bebe is making the move at a time when China's economic prospects are in doubt. Concerns about a slowdown in the world's second-largest economy have roiled global markets over the past week. But Bebe Chief Executive Officer Jim Wiggett sees the China expansion…
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    Advertising Age - Rance Crain

  • Linda Kaplan Thaler on Vision: 'Forget About It'

    24 Aug 2015 | 7:00 am
    Here's Linda Kaplan Thaler's assessment on what it takes to do breakthrough advertising: "If you don't have great clients who are willing to walk the plank with you, then it's a tree that falls in the forest and nobody can hear it."Linda's first client, Procter & Gamble's Herbal Essence, was willing to walk the plank with her when she came up with an outpouring of orgasmic ecstasy for women users of the shampoo. With a very enthusiastic "Yes! Yes! Yes!" reaction from the user, there wasn't much chance that the commercial would go unheard.And likewise, Aflac took a chance when Linda's agency…
  • For a Better Propaganda Machine, Look Beyond Government

    13 Jul 2015 | 9:00 am
    If the U.S. government can't prevent the Chinese from hacking into the personal records of federal workers, why do we think that the government would be any more competent in countering ISIS propaganda?In an interview conducted by Wall Street Journal Editor-in-Chief Gerard Baker, retired General Michael Hayden talked about why we're losing the cyberespionage war. General Hayden is the only person tohave served as director of both the National Security Agency and the Central Intelligence Agency, and he is currently a principal at the Chertoff Group, a global security and risk management…
  • Bob Pittman's Winning Formula: Making the World More Convenient for Consumers

    15 Jun 2015 | 8:00 am
    Bob Pittman's career has been built around math and magic.The chairman of iHeartMedia and founder of MTV contends that formula "is always important because sometimes people think research is policymaking. All research really does is answer some fundamental questions, and then we have the responsibility to take the answers to those questions and say, 'Now what are we going to do about it?'"Research, Bob told me during a video interview on the eve of his induction into the Advertising Hall of Fame, lays out the "fundamental characteristics" of the brand, and then the brand is constructed around…
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    Advertising Age - Guest Columnists

  • Back to 'Mad Men' -- What the Future Holds for Ad Agencies

    3 Sep 2015 | 4:00 am
    "Mad Men" has recently finished its seven-season run, and no TV show has ever captured the hearts and minds of the inner workings of Madison Avenue. Or at least, how it was. Much has changed in the agency world since then, and that change is accelerating with the growing presence of data and software in the mix. This change poses significant, if not existential, strategic challenges to agencies.Let's remember how the current agency holding-company structure came about. First there were large and small creative agencies that specialized in coming up with strategy, copy and art for ad…
  • B-to-B CMOs: It's Time to Own the Customer Experience

    2 Sep 2015 | 4:00 am
    The world your b-to-b customers live in is complex -- a maze of engagement channels, devices, conversations and interactions. Making a connection between your customers and your brand requires new ways to not just stand out to the right audience with the right message at the right time, but also building on that connection to create a strong and trusted relationship. As the CMO of a b-to-b enterprise, you must facilitate this complex engagement with a consistent customer experience across the entire path to purchase, from customers initially identifying a need, to researching their options,…
  • Three Keys to Unlock a Powerful Creative Brief

    10 Aug 2015 | 4:00 am
    Many product and service categories feel like this year's crop of Republican candidates -- too many brand choices with only a few standing out either from past reputation, the ability to shout louder or making a noticeable faux pas. It is increasingly hard for brand marketers to break through in a motivating way, even with what should be a winning brand proposition.In analyzing thousands of ad campaigns and execution test processes, the single biggest factor is simple to diagnose, but hard to fix -- great ads come from a really strong, tight creative brief. Brilliant ideas, duds or boringly…
  • Are Clients Sleepwalking Into Tech Monopolies?

    5 Aug 2015 | 7:00 am
    Hardly a day goes by without news of another acquisition, merger or strategic partnership among major ad-tech firms and agency holding companies. It is symptomatic of a market capitalizing on growth and, at the same time, protecting itself from the uncertainty of change. "Self-preservation" is how Sir Martin Sorrell described WPP's recent investments in Vice, AppNexus and Refinery29.Despite the rise of the chief information officer and chief technology officer positions, particularly in the U.S., many clients are not paying sufficient attention to the strategic importance of technology in…
  • What Technology Brands Should Learn from CPG Companies

    5 Aug 2015 | 4:00 am
    We've all heard the phrase "Consumer goods giants must copy technology companies." Media and marketing thought leaders have been urging the industry to think like a Google or behave like a Facebook for some time now.It was similar at Cannes this year, with technology taking center stage and brands making sure they were seen worshipping at the altar of data and algorithms. But surely the end goal for all of us -- technology companies, brands and agencies -- is the same. I believe that to transform the way we engage with our consumers in this reshaped world, both technology and CPG brands will…
 
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    Advertising Age - Campaign Trail

  • Jeb Bush's Super PAC Has Spent Over Half a Million on Data

    2 Sep 2015 | 4:00 am
    Right to Rise, the Super PAC backing former Florida Governor Jeb Bush's presidential bid, spent more than half a million dollars on data management and analytics services through June. The bulk of that money funded Digital Core Campaign, a young data firm founded by former Republican National Committee CTO Andy Barkett.The group also plunked down more than $20 million on TV buys in early voting states of Iowa, New Hampshire and South Carolina for ads set to run later in September through the end of the year.If organizations are not spending on data-related services, said Paul Lindsay,…
  • Democrats to Kick Off Digital Voter Targeting Effort at Summer Meeting

    25 Aug 2015 | 7:30 am
    Hillary Clinton, Bernie Sanders and other Democratic presidential hopefuls are planning to convene with party members and campaign insiders this week in Minneapolis for the Democratic National Committee's summer meeting, where the DNC aims to educate voter data managers on what it's calling Voter File 2.0.The project is designed to make it easier for campaigns to target select lists of voters with ads on Facebook and around the web -- reaching the same people they email, call and contact door-to-door -- and then gauge return on fundraising and get-out-the vote efforts. At the DNC's behest,…
  • Not All Ad Buys Are Created Equal in $2B Presidential Race

    18 Aug 2015 | 12:00 pm
    The first significant shots of the 2016 presidential television ad air war -- likely to cost $2 billion or more by November 2016 -- have been fired. The largest expenditures to date have been the multi-million dollar buys each from New Day for America, the super-Pac supporting John Kasich, and the Hillary Clinton campaign. Over the weekend, news broke of an impending $10 million dollar buy from Right to Rise, the super-PAC backing Jeb Bush's candidacy, to be distributed among several early states.For a media world that's desperate to know how the war might go, these early blasts -- measured…
  • 2016 Election Digital Ad Spending Will Break $1 Billion

    18 Aug 2015 | 3:00 am
    A report from Borrell Associates shows digital is gaining importance in politics, breaking $1 billion or 9.5% of total political ad spending in the 2016 election season. But broadcast TV spending will still take the lion's share at $5.8 billion or 51% of the total.If you're worried you'll see less red, white and blue ads with patriotic symbolism, don't be; the report, "20152016 Political Advertising Outlook," said political advertising spending will hit $11.4 billion in 2016, a 20% increase from 2014. Combined spending for this year and next year will reach a staggering $16.5 billion.After…
  • Trump's Ground Campaign Spending in Early States Could Signal Seriousness

    17 Aug 2015 | 4:00 am
    Any number of pundits have dismissed the notion that Donald Trump is serious about his presidential run. But a perusal of his campaign's latest filing with the Federal Elections Commission might change their minds. Why would the real estate tycoon spend more than 12% of his campaign budget, as reported thus far, on old-school, boots-on-the-ground campaign tactics if he really only wants media attention?The campaign spent around $170,000 between April and June 2015 to pay field consultants including around $10,000 to Brad Nagel, an Iowa field rep who was fired by the campaign early this month…
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    Advertising Age - DigitalNext

  • Why Consumer Brands Should Focus on the Top 5% of Customers

    2 Sep 2015 | 7:00 am
    When I think of brands that have an in-depth CRM strategy, enterprise giants like IBM and HP, rather than Pepsi or Kellogg's, immediately come to mind.That's because with the exception of retailers, most consumer brands simply don't have a CRM strategy, and the ones that do are usually going about it the wrong way. They collect email and mailing addresses only to blast out marketing messages that are mostly unwanted. Miniscule open rates are a mark of success, despite the fact that these "initiatives" are by and large considered spam by the majority of recipients.This flawed approach…
  • Why Growth Hacking Is the Next Big Thing for Marketing

    1 Sep 2015 | 7:14 am
    Sir David Brailsford had a difficult challenge ahead of him. The year was 2012 and the Olympic Games were on. The team he was coaching, British Team Sky, had not won a single major cycling tournament since 1966.Far from being discouraged, Brailsford approached the task by breaking down every single thing he could think of that went into riding a bike and then improved it by 1%. The nutrition of riders, the pillows that cyclists slept on, the gel they used for their massages, the ergonomics of a bike seat, the weight of tires -- Brailsford improved it all, just by a tiny bit.By putting all…
  • How to Use Mobile Messaging to Engage with Consumers

    31 Aug 2015 | 7:00 am
    We're in the era of messaging. This technology offers greater accessibility, deeper connections and wider reach with consumers than many other marketing platforms today. It's the latter benefit that's most exciting -- being able to reach people outside of marketers' immediate networks. From snail mail to Snapchat, the primary goal of messaging has always been to connect with people we know, but now that's changing. As consumers yearn for outside connections that can teach them something new, marketers gain an opportunity to engage with customers and prospects.Here are three strategies for…
  • Retail Is About to Be Reinvented, Driven by Digital Technologies

    28 Aug 2015 | 6:35 am
    Since around the time Amazon Prime began offering recurring orders on things like toothpaste and dish soap, people have been predicting the death of traditional retail. The ease of e-commerce, coupled with the reliability and speed of shipping, made the future of local shops and already struggling suburban malls seem grim.Recently, though, technological advancements in near-field communication (NFC), interactive display and mobile payments have been bringing buzz back to the retail store. With this technology, marketers are merging digital and physical worlds to create seamless, predictive,…
  • How the Internet of Things Will Redefine Data-Sharing and Privacy

    26 Aug 2015 | 7:41 am
    Imagine products such as a medicine cabinet or refrigerator throwing off a constant stream of data points about a consumer. By the end of this decade, there will be over 50 billion connected objects -- approximately six objects for every person on the planet. More connectivity means more opportunities to use, as well as abuse, the resulting flow of information. Soon, manufacturers, brands and even employers and insurance companies could have unprecedented access to formerly private information about consumers.The value of data outshines the value of productIn the IoT, selling a product is a…
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    Advertising Age - Small Agency Diary

  • How (and Why) Agencies Should Develop a Visual Creative Brief With Clients

    14 Aug 2015 | 4:00 am
    Thud. The latest creative brief lands on your desk. It's seven pages long, has a half-inch thick PowerPoint deck attached, with a few emails copied and pasted in to boot. As you sift through the bullet points and marketing data, your brain scrambles into overdrive to envision what a possible design solution could be. Key words flash in front of your eyes: "It must be premium." "It must be approachable." "It must be edgy."Fast forward a week and a half to the first client presentation. After all of the head-scratching and late nights, there's an anticipation of applause after the big "tada!"…
  • O'Keefe Reinhard & Paul, Nomades Take Top Honors at Small Agency Awards 2015

    30 Jul 2015 | 6:00 pm
    .saa2015 a{ color:rgb(153, 0, 0); border-bottom: 1px solid rgb(153, 0, 0); Continue reading at AdAge.com
  • Best Practices: Three Ways Marketers Can Go Back to Basics to Regain Market Share

    30 Jul 2015 | 4:00 am
    When Led Zepplin wrote its iconic rock anthem in 1970, "Dazed and Confused," it could've been describing today's marketing landscape. I believe many marketers are simply scratching their heads about the right ways to reach consumers today. Billions of ad dollars are being thrown at a wide variety of digital platforms, websites and search engines, often with disappointing results.Joining the dazed and confused are many of the major consumer packaged goods brands, which are seeing their market shares tumble. In speaking with a number of marketers and those on the media side over the last…
  • Best Practices: Leadership for Small Agency Owners

    23 Jul 2015 | 4:00 am
    Running an ad agency is a tough business. The competition is fierce, clients are fickle, margins are slim and the only constant in the midst of major tech-driven disruption is change. It's not for the faint of heart, but that's also what makes it so exciting. As Walrus celebrates 10 years in business, we want to share 10 lessons that we have learned along the way:1. Don't be seduced by the sexy brand. Our best work has always been the result of partnering with great marketers, first and foremost. A brand may look creatively juicy on paper, but if the people running the show don't share your…
  • Last Chance to Register: Small Agency Conference Filling Up Fast

    22 Jul 2015 | 2:00 pm
    Small agencies are taking over Boston next Wednesday and Thursday for the sixth annual Ad Age Small Agency Conference and Awards. More than 300 small agency founders, executives, creatives, their teams, and partners -- many of whom return to this event again and again -- gather for valuable networking, in addition to inspiration and learnings offered by experts and peers who understand the struggles specific to small agency life.Among the not-to-be missed sessions:Get an inside look at the some of the hottest new campaigns, hand-picked by Ad Age editors. Top brand executives from Converse,…
 
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