Great storytelling is no longer the sole reserve of David Lean or Shonda Rhimes. Yes, advertisers, whose more traditional forms of marketing interrupt our favorite content, have expanded their horizons […]
Earlier this week, multinational food conglomerate Mondelez International announced that it would be launching "a first-of-its-kind advertising model" in collaboration with various media partners.In short, one of the world's largest advertisers has made a decisive move away from traditional advertising.
The ANA Masters of Marketing conference kicked off in Orlando, Fla., with insightful talks from Mondelez’s Dana Anderson and Pepsico’s Bradley Jakeman, while magazine and media moguls rubbed elbows with […]
It always seemed strange to Gary Osifchin that the characters in traditional advertising were so, well, traditional. "There was the Caucasian female lead, with the French manicure," Osifchin says, "or the black guy in a secondary role only."
According to a recent study, Americans are exposed to brands anywhere from 3,000 to 20,000 times every day—on the Web, on TV, in print and on packaging. How is a company supposed to cut through all that clutter and get noticed? One thing certainly helps: making sure you have the most focused and most talented marketing chief.
Following a four-month review restricted to its two main roster shops, Mondelez International has selected Dentsu Aegis' Carat for North American media chores and also named the agency network to handle global communications across all product categories.
In October, Sour Patch Kids opened the Brooklyn Patch, a brownstone nestled in the borough's Clinton Hill neighborhood that roving musicians can use as a crash pad while in town for gigs and video shoots.
South by Southwest Interactive is set to get underway Friday, when more than 32,000 attendees will descend on downtown Austin, Texas, for a five-day festival of technology, marketing and digital life. There will be a lot of take in, and past showgoers will tell you it's easy to get overwhelmed.
It's time to get real. For the last five years, all we've been hearing is that brands are publishers. This means that for the last five years not only have we been lying to ourselves, but we've also been disgracing the real publishers out there who understand how hard it is to monetize content.
The inspiration for "This Is Wholesome," the phenomenal, very un-Droga5-like campaign that the agency created for Honey Maid this year, came on a playground in New York's East Village.