It seems that many marketers and agencies think that we can just slap some online creative into a mobile-sized ad and somehow that might catch people's interest and get them to tap on these ads.
Content integration can instantly elevate an issue, spark a dialogue and spur consumer action. But to do it right, you have to both entertain and educate -- with a heavy emphasis on entertain.
Never before in the history of advertising and marketing has there been so much opportunity, so much media, so much technology, so much data and so many consumers devouring messages.
It is important that brands, advertisers and Hollywood acknowledge that web videos are no longer a new frontier. Web videos are deeply entrenched in robust online communities.
The pace at which we work now is beyond warp speed, and the window in which to look ahead for PR -- and all disciplines -- is closing so fast that many of us are finding ourselves with fingers caught in the frame.
What does it take to fuel a growing digital agency and be successful with a compelling digital offering? My answers have little to do with digital per se, and more to do with sound management principles and common sense.
I am very proud that BBDO recently agreed to take "The Great Ape Pledge" and will no longer use monkeys/apes/baboons/chimps in films.
Digital applications provide access to information that help us accomplish specific tasks that matter most to us. How can a brand take advantage of this next technology innovation?
The next wave of mega-growth will not stem from a new algorithm or new digital video compression mechanism. Rather it will come from the advancement of the classic art of storytelling.
Like other digital platforms before it, there are many problems with tablets that we must solve. There is no standard ad model, no set of functioning metrics and no consensus in the industry about the role advertising should play.
In a city where we seldom stop for anything, a large group of people stopped to engage with a giant 61 foot Forever 21 digital billboard above their store front. The ad created an augmented reality experience.
Agency leaders recognize diversity as a business imperative: a competitive advantage, if you will. It's not a "pass off" situation being delegated to HR, but rather an integral part of how to advance their businesses.
Hype-mongering is threatening the credibility of the Internet, and with the speed at which we're connecting, processing and spreading information, how is it possible to check sources or intercept rumors before they start?
Lots of bright folk running equally brilliant agencies have displayed a certain allergic reaction to calling themselves ad agencies. I think "traditional vs. digital" is another one of those circular and meaningless discussions.
Advertising Week is one week where lots of talented, smart people are all together. What if we actually had an open environment to collaborate and think of bold actions for just five days?
The power of mobile devices is increasing, the prices are coming down and the range of apps and content for them is growing -- including videos, live TV and catch-up TV. So the choice for marketers is clear.