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Topic: Brand strategy

Twitter's Top Tactician on How Brands Like Coca-Cola Can Win the Moment

Seems simple, but it's a lot of work

CANNES, France—Brands know they want to be on Twitter, but they don't always know what to say. That's where Twitter's Ross Hoffman and his team come in. Hoffman, Twitter's director of…

What 27 Years of Kung Fu Taught PJ Pereira About Good Marketing Strategy [Video]

Plan to improvise, or your client takes the beating

Agencies love to spend weeks or even months creating a strategy for each marketing campaign, but does this approach still work in a real-time world where consumer reactions and unexpected…

Goodby Wins Seagate Brand Assignment

Havas Worldwide remains lead global agency

Goodby, Silverstein & Partners has landed an interesting new corporate branding assignment from Seagate Technology, a leader in digital storage. Goodby will focus on the company's overall brand strategy and how…

mOcean Has a New Consumer Brands Unit

Maintains strong focus on children

Specs Who (l. to r.) Mike Braue, director of client services, consumer brands; Michael McIntyre, president; Christianne Brooks, group creative director; and Kevin Aratari, evp, entertainment What Entertainment advertising, marketing, branding and…

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