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Topic: Voice

4 Trends That Will Keep Your Brand Globally Competitive

Adapting to cultural contexts is key

Specs Claim to fame Shankar Gupta-Harrison, vp of strategy at 360i; makes the best sangria in the world. Base New York Twitter @SGMagnus When marketers take their brand positioning and messages global, a lot…

Truly Altruistic Ads Don't Just Raise Money, They Enrich the Culture

Stop do-gooding, start doing good

In the good ol' days before pesky digital came along, making content was a problem for the TV networks. Now, with social media and YouTube dominating our attention spans, it's…

Tomorrow's CMO Will Be Plugged Into the Entire Marketing Cycle

Introducing the Chief Everything Officer

The checkout screen at the gas station knows more about you than you think. Illustration: Shaw Nielsen   As the gas station clerk scanned each of the snacks I purchased during a recent…

Is Vagueness Killing Advertising?

Let's drop meaningless phrases like 'digital advertising' and 'content marketing'

The rise in popularity of mobile advertising, content marketing, native advertising and the continued focus on digital leads me to one question: Does anyone really know what they are? I’ve never…

In Memoriam: My Father, Paul Margulies

He was an advertising genius, and so much more

My father always thought it was ironic that people swooned when they found out that he was the genius behind the famous ad campaign for Alka-Seltzer. I grew up not really…

Why the Perfect Modern Creative Is Fierce, Fearless and Female

The new face of great work

The perfect modern creative is a woman. Because we have enough men, and men like it the way it is right now. She will seek change. And her finest qualities will be frustration…

Why Does Your Brand Wait Until :29 to Show Up in Your :30?

The perils of being late to the party

A majority of Americans admit they forget people's names. You hear a great joke, a moving story or a bit of wisdom. Yet you haven't a clue about the name of…

Brands Need to Stop Trying to Play Hero

The goal should be participation

Illustration: Miguel Montaner Did you ever know that you’re not my hero? There. It had to be said (or sung). Consider this amusing yet pertinent disconnect in the spirit of helping…

Brands Are Launching Deeper and More Sophisticated Integrations Into Live Music Events

The Rolling Stones changed everything back in 1981

"Ain’t singin’ for Pepsi,” Neil Young wails on “This Note’s for You,” his 1988 anti-commercialism anthem. “Ain’t singing for Coke/I don’t sing for nobody/makes me look like a joke. This…

Second-Party Data Can Help Brands Get Unique Information at Scale

But use and comfort are crucial first steps

When it comes to data-driven marketing, the conversation more often than not tends to focus on first- and third-party data. Why is that? Well, for starters, first-party data is free.…

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