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Tag Archives: Marketing
Bob Greenberg's "Apps Not Ads" Philosophy Applies Far Beyond Technology Platforms…
A week ago, Adweek named R/GA their Digital Agency of the year for 2008. In the past ten years, few saw the sea changes coming to our industry like Bob Greenberg. So he harangued clients, award show juries, the media–basically … Continue reading
Posted in Advertising
Tagged Creativity, Empathy, Marketing, R/GA, Rob Greenberg, Social Media, Social Networks, Web 2.0
5 Comments
CONTEXT: Advertising’s Next Creative Frontier
TV commercials, print ads, posters, radio spots, banners, rich media, long form: most creatives can generate competent content once they develop a feel for the format. The challenge of content boils down to narrative or stylistic innovation and surprise. But content won’t … Continue reading
Hope Is Not A Business Plan
How many times have you heard or read that? In an idea-based industry, some on the business side exert this flat-footed bromide with unhelpful zeal, sure of the immutability of this truth. And you know what? It is true, perhaps … Continue reading
The Birthplace of Bad Work
My agency joined a number of our fellow agencies in a pro bono effort to help a big civic undertaking. The clients were very well intentioned: they have a worthy endeavor, a LOT of material and a LOT of ideas. … Continue reading
On Being Generalists In An Age of Specialists
That’s the challenge facing classic advertising agencies: we are generalists in a time of specialists. More and more over the past three years, clients have turned to consultants and specialty agencies for strategy, insights, and creative ideas, undercutting what had … Continue reading
The Motrin Debacle: It's Less About Twitter Power, More About A Bad Idea
So a couple of creatives thought they would create a knowing, lightly-sarcastic bit about a stress of mommy-hood and things went horribly, desperately wrong in their creative execution. Is it funny? Almost, just not quite funny enough. If it were … Continue reading
It’s Not Either Digital or Traditional, It’s Not Either Push or Pull: The Model Must Be Perpetual Motion.
In the ongoing tussle that characterizes far too many competing agency interactions, separatists on both sides make blanket statements asserting the superiority of traditional reach or digital engagement or whatever approach favors their current business model. And everyone loses, … Continue reading
Posted in Advertising
Tagged Advertising, Digital, Marketing, Online, Perpetual Motion, Pull, Push
2 Comments
Five Things I Learned Speaking In Madison Today
I drove the 143 miles to Madison today through light flurries (!) to speak at a luncheon put on by the Madison Advertising Federation. Perhaps not surprisingly, I discussed convergence and Element 79′s experiences as we, like every other … Continue reading
Posted in Advertising
Tagged Advertising, Element 79, Engagement, Marketing, Media, Online, viral, Word of Mouth
1 Comment
What ASI, LINK and other Quantitative Tests Have In Common With Inflatable Love Dolls… …
–they are all lousy reflections of real life experiences. Look, I understand the need for testing. I’ll even admit that some of my work has improved through qualitative. But in nearly twenty-five years, I’ve never seen any piece of work … Continue reading
Posted in Advertising
Tagged Advertising, Digital, Interactive, Marketing, Online, Qualitative Testing, Quantitative Testing
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Client Engagement: Why Agencies Need a New Form of Golf
Most ad people would consider an agency head taking a client out for an afternoon of golf a charming anachronism at best, and more than a few would view it as a disgusting display of expensive self-indulgence. Golf is so…white … Continue reading