If you are a marketing chief, one of the best return-on-investment channels may actually include your colleagues. Increasingly, marketers are turning their employees into social media mavens, encouraging them to promote positive, intriguing or helpful stories that are on-brand.
During his session at the ANA Masters of Marketing Conference in Orlando, Fla., MasterCard CMO Raja Rajamannar asked audience members today to stand up if they played golf.
No one likes trying to have a dinner conversation with someone who's distracted by a screen. But other people get just as annoyed if they're asked to put their phone away when an "important" call or text might come through. It's one of the great social tensions of our time, and marketers seem to be picking a side.
There's one form of prank advertisement that will surely survive long after all the telekinetic coffee-shop surprises and sentient vending machines have faded away. And that is the celebrity-surprising-the-superfan video. It's irresistible. We've written about so many of them over the years—our favorite is probably the one David Beckham did for Adidas around the London Olympics in 2012. They just never get old. Fans are shuttled someplace, blatantly lied to about what's going on, and then get shocked, in a good way, when the celeb—their favorite celeb, of course—suddenly appears out of nowhere. Without fail, tears are shed. And dammit if you don't find yourself grinning stupidly at the screen every time. It's both an embarrassment and a triumph, and succeeds like clockwork. Here's the latest one from the U.K.: Ellie Goulding for MasterCard. Best friends Martha and Lucy, 20-year-old students at King's College, were falsely told they were recording a cover of Goulding's new track "Army" for a documentary about music superfans.
King of Snapchat DJ Khaled wants you to know he's up to something. Of course, if you follow him on the wildly popular mobile platform, you already know that.
Apparently, Procter & Gamble likes to keep Doug Ray waiting. But the two always come together in the end.
Subway has named Joseph Tripodi, a marketing vet who most recently served as Coca-Cola's chief marketing officer, as its new global CMO, effective immediately.
Sue Vering was an associate creative director at DDB Chicago when she left in 1998, ultimately taking seven years off from the ad business to raise her daughter, get involved in community activities and write freelance features for the Chicago Tribune.