arketing has long been a place that lost souls like me from every industry could find a home. A warm home. A fun home that valued new and big ideas -- never-been-done-before ideas -- over measurable, proven results.
The pressure to create memorable, authentic native programming that emotionally connects, converts, and energizes will only increase -- and the most nimble, creative, and opportunistic brands will be best positioned to thrive.
Marketing planning has traditionally been rigid in its operational discipline and very sequential in its process. The evolution of always-on capabilities means we need to get more nimble and agile, allowing for a degree of (adjustable) risk in our approach.
Advertising executive was named "the most overrated job of 2012" by job-search website CareerCast.com. Indeed, while the public looks at advertising and imagines offices populated by suave Don Draper clones, here in the real world, the industry is facing a talent crisis.
If a local company is big enough to advertise, it is already doing it. If it is not big enough to advertise -- there's a reason. The myth of local advertising is that it exists at all. It simply does not.
For the next five days, I will clear my calendar with the intent to raise myself out of the muck by gaining some fresh perspective and ideas at Advertising Week. In no particular order, here is a sampling of sessions I will be attending and why.