Today's consumer has a T-shaped attention span. This means scanning broadly and quickly over the content available and diving deep when they find something of particular interest to them.
The perception that marketing professionals can be divided into so-called traditionalists and cool digital kids has taken root. To remain relevant, we lunge at the latest data mining technique or augmented reality app without thinking of strategic imperatives.
If you're considering programmatic advertising, there's one big question the c-suite must ask themselves -- ad agency or in-house?
This year, viewers were treated to memorable spots with all forms of wit and creativity, featuring everything from the Super Bowl, to the Olympics, to Mother's Day.
How can one climb the corporate ladder in such a young age?
Great marketing is iterative and subject to lots of variables. "Guaranteed results" are inherently time limited and the negative economic bias that's set up at the outset means there is no budget or time for iteration.
There's a lot of pressure on startups to perform well in their initial marketing and advertising campaigns. If you succeed, you'll earn a wealth of new business, but if the campaign fizzles, you'll have wasted a significant portion of your already-tight budget.
Brands and consumers are demanding more of each other. But if you want your brand to get more from consumers, you need to give more. You need to provide things of real value and relevance.
Saturday morning I was lying in bed, looking at Facebook, when I came across a story about Nasty Pig's holiday commercial being taken off TV. I immediately contacted Nasty Pig's CEO, David Lauterstein, to see if he wanted to sit down and tell me more about the situation. I'm extremely grateful that he did want to chat.
Since joining Deutsch LA nearly 10 years ago, Kim has lent her ability to inspire both clients and agencies to look at things in a new way on brands a...
Scratch any millennial geek today and "disintermediation" will bubble to the surface immediately. For good reason. Our world is being redefined as never before. It's the new digital world order and here is quick review for brands in need of refreshment.
Over the years, other opportunities have come my way, but I've chosen to stay for reasons that I hope will inspire others as we finish 2014 and set goals for the year ahead.
Collette Liantonio launched Concepts TV Productions Inc. in 1983. Since then, she has produced over 3,000 commercials and infomercials, many of which ...
What you say matters, but how you make people feel matters more. To quote the great Maya Angelou, "I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel."
Younger generations are busily and, in many cases strategically, building their own brand. And if CMOs, CEOs or anyone with something to market can GET that their No. 1 Brand is themselves, and mine that accordingly, then these self-branding youth will help businesses build their brands.