Channel fragmentation won't be solved by taking shortcuts. The hard route is about fundamentally changing the way agencies and marketers operate. Those who succeed will generate a competitive advantage that is very hard to replicate -- precisely because you can't build it by addition.
Most new channels are more focused on preserving the user experience versus generating brand revenue. If you find yourself jumping into too many new social spaces, you could be setting yourself up for a rude awakening come budgetary "judgment day".
By Chris Weil, Chairman/CEO, Momentum Worldwide Seven years ago, a Brooklyn high school was receiving failing grades, and its students were struggl...
No longer a captive, passive throng awaiting a morsel of good TV, today's consumers dominate in a buyer's market of quality TV. Today, everyone in the communication business is now in the content business as well from traditional media companies to marketers in every consumer sector.
Targeting diverse audiences is about choosing between inclusion and exclusion, innovation and comfort. Brands willing to step outside the comfort zone in the short term will see a return on investment in the long term.
Some consider Ecomagination a brand-makeover to solve a bad environmental reputation. Others call it a PR strategy. I believe Ecomagination is a best practice of how a brand can be a powerful driver of change.
Here are some questions these ads call to mind: Has the work/life balance become a man's issue now, and does that mean it will be taken more seriously?
Today, consumers move seamlessly and simultaneously across channels and devices in the path-to-purchase. Every brand touchpoint -- whether it's a search result, social post, content piece, or TV ad -- is part of a holistic, omni-channel shopping journey.
Away from the incessant "all work and no play" mindset that often pervades the corporate world, I'm still able to pursue my passions, pay my bills, take vacations and explore the world around me -- without sacrificing my health. That's how it should be, no matter where you work.
My call is that we change the conversation and put diversity and inclusivity at the heart of business strategy.
And so #coalisamazing became a viral hit and made the little known Australian Mineral Council a Twitter sensation... just not in the way their marketing team would have wanted. So if we dig a bit deeper past these tweets mocking a PR fail what can we say about the shifting perceptions to fossil fuels.
I was laid off as director of broadcast production at an edgy little ad agency because we lost our only TV account. My 20-year marriage ended and 9/11 happened. All in the same month. For the next 10 years, I was just a floundering fear ball, a deer in the headlights.
Promoting a book on social networks is not as seamless as it sounds, particularly if the book (and relative promotion messages) focuses on sexuality.
False claims and inaccurate statistics about modern families abound. Many of these focus on dads, the most misunderstood part of the modern family. Mainstream media is filled with headlines and references to surveys that get fathers completely wrong.
The slight anxiety and panic that overwhelms you amongst all the brain fog until slowly, you take a breath and realize it was all just make believe and nonsense. It was the exact feeling I awoke after a dream that shaped my life path in a way that you wouldn't think.
I'll be candid. I once started a blog because a boy broke my heart. Pretty typical, huh? Maybe it could've been. It could've been basic and predictable. It might have even been in the beginning. I used it as a platform to vent to the world, and to make sure others out there knew they weren't alone. I become vulnerable to offer others the strength they were missing.