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Gordon Hotchkiss

Member since August 2004Contact Gordon

Meet Gordon at MediaPost Events

  • Gordon attended OMMA Global at Advertising Week, September 27, 2010

Articles by Gordon All articles by Gordon

  • Too Many Fish In The Sea: The Search For Brand Love  in Online Spin on 02/21/2017

    I still see -- in a number of MediaPost articles and in other places -- a lot of talk about "brand love." So let's talk about that.

  • Why Can't Markets Be Moral? in Online Spin on 02/14/2017

    Last week, I said there was an emerging market for morality. I painted that particular picture in a somewhat negative light. Andrew Goodman, a fellow Canadian whom I have always admired both for his intellect and morality, called me on it (via my Facebook feed): "Nice post, but I was hoping for a little more from this." I'll paraphrase Andrew's eloquent and lengthy reply by boiling it down to essentially this: Extreme circumstances call for extreme measures and if that has to come from corporations and their advertising, then so be it.

  • A Market For Morality in Online Spin on 02/07/2017

    Things are going to get interesting in the world of marketing. And the first indication of that was seen this past Sunday during the Super Bowl. As Bob Garfield noted, there were a lot of subtle and not-so-subtle undercurrents in the ads that ran in between the distracting sub-story that played out on the field. Things got downright political, with a number of $167K-a-second ad swipes at the current president and his policies.

  • The Winona Ryder Effect in Online Spin on 01/31/2017

    I was in the U.S. last week. It was my first visit in the Trump era. It was weird. I was in California, so the full effect was muted, but I watched my tongue when meeting strangers. And that's speaking as a Canadian, where watching your tongue is a national pastime.

  • The Vanishing Value Of The Truth in Online Spin on 01/24/2017

    We might be in a period of ethical crisis. Or not. It's tough to say. It really depends on what you believe. And that, in a nutshell, is the whole problem.

  • Yahoo And The Transitory World in Online Spin on 01/17/2017

    The writing has been on the wall for some time. But where it once spelled out Yahoo, it now says Altaba. The Yahooligans are no more. Bereft of life, they rest in peace. Marissa Mayer may be riding off into the Silicon Valley sunset with her golden parachute trailing behind.

  • What Comes After Generation Z? in Online Spin on 01/10/2017

    We're running out of alphabet. The latest generation is Generation Z. They were born between 1995 and 2012, at least according to one demographic primer. So, what do we call the generation born from 2013 on? Z+One? Do we go with an Excel-naming scheme and call it Generation AA?

  • Branding In The Post-Truth Age in Online Spin on 01/03/2017

    If 2016 was nothing else, it was a watershed year for the concept of branding. In the previous 12 months, we saw a decoupling in the two elements we have always believed make up brands. As fellow Spinner Cory Treffiletti saidrecently:"You have to satisfy the emotional quotient as well as the logical quotient for your brand. If not, then your brand isn't balanced, and is likely to fall flat on its face."

  • The Magic of the Internet Through My Dad's Eyes in Online Spin on 12/27/2016

    "Would you rather lose a limb or never be able to access the Internet?" My daughter looked at me, waiting for my answer. "Well?"

  • Watson 2020: America's Self-Driving Presidency in Online Spin on 12/20/2016

    If you were standing at a moderately busy bus stop, chances are somebody else waiting with you would be smarter than the president-elect of the United States. That's why I think IBM's Watson should run for president in 2020.

Comments by Gordon All comments by Gordon

  • Too Many Fish In The Sea: The Search For Brand Love by Gord Hotchkiss (Online Spin on 02/21/2017)

    Thanks Esther. Ordered and in my Kindle "to read" queue. Stay tuned!

  • The Vanishing Value Of The Truth by Gord Hotchkiss (Online Spin on 01/24/2017)

    I should have let Clint write the column..as he has much more expertise in Alternate Facts than I do. Your link is taken from an angle to show a full crowd. A much more objective analysis is here:http://www.usatoday.com/story/news/politics/2017/01/24/fact-check-inauguration-crowd-size/96984496/. But at the end of the day..I'm probably not going to change what you believe based on verifiable facts..and that was the whole point of the column.

  • Watson 2020: America's Self-Driving Presidency by Gord Hotchkiss (Online Spin on 12/20/2016)

    Some times the best way to make your point is to allow your opponents to make theirs...

  • When Evolution (And Democracy) Get It Wrong by Gord Hotchkiss (Online Spin on 11/01/2016)

    Paula and John - very interesting thread you've started. I think I'll follow up on this in next week's column.

  • The Rise Of The Audience Marketplace by Gord Hotchkiss (Online Spin on 08/30/2016)

    Thanks all for your comments. I actually just submitted tomorrow's column before the recent round of comments. There's a lot of potential follow up here..especially Esther and Doc's contributions. I'll be ruminating further on this.

  • Media Buying Just Tip Of Advertising's Disruptive Iceberg by Gord Hotchkiss (Online Spin on 08/09/2016)

    Thanks Ed and Maarten...great points. Regarding the "Hub" concept, I probably didn't add enough of my own thoughts on this topic, as it wasn't the main point of my column. Rather than a hub, I would place my bets on an aggregated media marketplace that is more democratized than our current models. I think audience identification and customization based on multiple (and smarter) segmentation criteria will move media buying to "audience" acquisition. These thoughts are admittedly off the top of my head. Perhaps I'll fully bake them in a future column. Regarding Maarten's comments on filtering - we essentially agree. I meant "objectivity" and "reliability" in terms of what the consumer perceives those things to be. There are all kinds of biases and personal preferences still in place, but I do contend that we are looking for information sources that we perceive as objective and reliable.

  • Trump's Bump: The Scary Appeal Of The Authoritarian Father by Barbara Lippert (Mad Blog on 07/28/2016)

    Barbara..in reading this, I was reminded of something I had read in the past. It took me a bit to dig it up..but found it: "From the standpoint of social development, the family cannot be considered the basis of the authoritarian state, only as one of the most important institutions which support it." Another quote, "(the goal is) producing an individual who is adjusted to the authoritarian order and who will submit to it in spite of all misery and degradation. At first the child has to submit to the structure of the authoritarian miniature state, the family; this makes it capable of later subordination to the general authoritarian system." It was from Wilhelm Reich. The work was the Mass Pscyhology of Fascism. It was written in 1933.

  • Why Marketers Love Malcolm Gladwell -- & Why They Shouldn't by Gord Hotchkiss (Online Spin on 05/24/2016)

    A few additional comments..First..Kenneth - you're absolutely right. Mea culpa. Now..to Ted. Absolutely word of mouth and influencers is a huge factor  - my point - and Duncan Watt's point - is it's not nearly as simply or predictable as Gladwell makes it out to be. Anyone could be an influencer, given the right context. You cite a Fast Company article defending influencer marketing - here's one on the opposite side worth a read: http://www.fastcompany.com/641124/tipping-point-toast. Watts discredited? Not really by any credible academic source - just a lot of marketers pissed off because he's poking holes in their business model. And he's certainly got a lot more empirical evidence behind him than Mr. Gladwell.

  • Why Marketers Love Malcolm Gladwell -- & Why They Shouldn't by Gord Hotchkiss (Online Spin on 05/24/2016)

    Jeanne - Watts is a very able writer. His prose is accessible - but he is an academic at heart and so doesn't have a habit of jumping to satisfying conclusions, unlike Gladwell. Watts tells things as they appear to be, backed up with empirical evidence, rather than as we wish them to be.

  • The Collateral Damage Of Disruption by Gord Hotchkiss (Online Spin on 03/01/2016)

    Thanks Kenneth. I'm amazed at how some will find one semantic bone to pick, while skipping over the much more important larger consequences (intended or not). What is important here, as you point out, is the idea of disruption as driven by a technological catalyst and the resulting impact on entire industries. And another important distinction. Hayek and Schumpeter both saw entrepreneurialism as the force that drove creative destruction. But what is interesting about what we're seeing is the role of the user in this, empowered by new technological capabilities and challenging an existing supply chain. There is a networked, distributed dynamism at work here that may be a brand new flavor of disruption.

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