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Topic: Advertising

4 Things Agencies of Record Can Do to Survive the Trend of 'Projectization'

Countering piecemeal client assignments

We've all been there. A big brand puts its business into review and everyone goes for it, only to find out the piece of business is just that: a piece.…

The 4 Types of Dads Marketers Need to Know This Father’s Day

Don't treat them as one big non-female cohort

Father's Day is upon us and, naturally, it is a time when marketers shift their gaze toward dads. We can expect big sales on cars, ties, khakis, 55-inch flatscreen TVs, grills,…

On the Eve of Cannes Lions, Let's Abolish the Marketer vs. Consumer Trend

Find ways to be funny, gripping and cool along the content journey

We are the marketers and the advertisers. And despite all of our hard work, we have become the enemy. David Shing Getty Images If we put ourselves in the brains of consumers,…

Snapchat Launches a Colossal Expansion of Its Advertising, Ushering in a New Era for the App

Unveils new API and $1 billion goal

Imran Khan was an internet-focused investment banker at Credit Suisse, where, in September 2014, he orchestrated Chinese ecommerce giant Alibaba's high-profile IPO. Three months later, his star rose higher when…

How Cannes Still Inspires and Surprises, and Why It Still Really Matters

You just have to know where to look

When I used to buy agencies, I discovered something that the consultants already knew. All agencies say the same thing. You can pretty much predict the exact words—media-neutral, idea-driven, brand…

Why You Should Be Ready to Talk About Data This Year at Cannes

Insight-informed creativity will drive brand conversations

Data is arguably the most disruptive force in digital advertising today. But even more than that, it represents the biggest opportunity for marketers this year because it means delivering more…

Michelle Obama: Marketing Can Make America Healthier

FLOTUS looks back on her campaigns to encourage smart lifestyle choices

I don't think I ever could have imagined that, as first lady, I would appear in an episode of Billy on the Street to promote fruits and vegetables and would…

Why It's Time for Marketers to Rethink Metrics and Performance Indicators

Digital is changing the path to ROI

As media dollars increasingly shift to digital—rising another 22 percent to $27 billion this year for display ads alone—brands of all sizes are striving to extract greater value from their…

Why Big Digital Video and TV Networks Are Increasingly Becoming Production Partners

But will the honeymoon last?

Television its dead—long live television. That could become the unofficial motto, or at least the crawl at the bottom of the screen, to explain the recent flurry of hookups between…

How More Precise Data Science Will Be Advertising's Ultimate Savior

Targeted, nuanced marketing sparks ad spend

For the past 25 years, advertising's share of total marketing spending has trended slowly downward. Until recently, that is. Two recent analyses of the marketing of large American advertisers showed…

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