Will Direct Response Save Advertising?

Posted on Thursday, June 16, 2011

Last week I read a great op-ed piece in The Boston Globe by Alex Poulos called “Mad Men of the Future.”He makes several excellent observations.  But overall, the article paints a pretty dreary picture of life in 2031when technology will have allowed advertising to reach unbearable levels of intrusiveness.  Alex cites a few tongue-in-cheek examples, like shampoo bottles that […]

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Advertising

The easiest way to get more value from your ad agency is staring you right in the face.

Posted on Monday, September 6, 2010

How can marketers get more value from their ad agencies? This perennial topic took on renewed vigor with the economic downturn and has continued to preoccupy industry pundits throughout the recovery. Too much of the advice being dispensed (e.g. "How to manage your advertising agency for maximum success") centers around ways to keep your agency […]

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Advertising

6 ways to retool your creative process for social media

Posted on Monday, August 9, 2010

 We had a creative process in place. Time and time again it served us well, helping us take a kernel of an idea and turn it into a polished campaign. We were proud of our process. But after running several social media campaigns, we realized the old girl needed a fundamental revamp. And with large […]

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Advertising

Now that marketing has been siloed to death: Who is in charge?

Posted on Friday, June 18, 2010

Ad agencies, PR firms, digital agencies, branding agencies, media agencies, social media agencies, etc. Today, the various services that make up a marketing campaign are siloed among so many specialized players that one must ask who manages the big picture. In too many cases, the answer is no one, and that’s a lose-lose situation for […]

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Advertising

Why “Social Media” is neither

Posted on Tuesday, June 15, 2010

I recoil a little every time I say “social media.” I think the term is just plain wrong and fuels misconceptions. I prefer the term “peer-to-peer networks” instead. Here’s why.

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Advertising