• Find Your Niche: Lessons From A Widescreen Film Festival
    Years ago, I represented something called "The Widescreen Film Festival" at the Carpenter Performing Arts Center in Long Beach, Calif. When the organizers approached me about handling the publicity, my first thought was, "Isn't this a little niche-oriented?" How many people could there possibly be who were eager to see films in 70mm? Could we really get celebrities and industry-ites to come speak on panels? Would the media have any interest in covering it? I was skeptical to say the least. And I was wrong.
  • It's The Most Wonderful Time Of The Year
    With a headline like that, you may have thought I was going to be writing about Holiday 2014. I am not. Even I have trouble talking about the holidays this early. What I am talking about is the start of the Fall line-up on network TV. It is one of the last vestiges of the once-mighty audience dominance by the big three networks.
  • The Rise Of The CXO; Entertainment Is What People Remember
    The last 10 years have seen a seismic shift in how we not only engage with each other, but how we engage with brands. Nearly every action, whether it be the click of the mouse or the minutest purchase, is captured, tabulated and tracked; much of this is then collected and deployed to determine the choices brands make in engaging their audiences.
  • Statements Of Fact
    How celebrities can do a good job at delivering bad news.
  • Oh Captain, My Captain!
    "O Captain, my Captain. Who knows where that comes from? Anybody? Not a clue? It's from a poem by Walt Whitman about Mr. Abraham Lincoln. Now in this class you can either call me Mr. Keating, or if you're slightly more daring, "O Captain my Captain" - John Keating (Robin Williams) "Dead Poets Society"
  • Digital Branding Opportunities Last More Than a Lifetime
    Back in April 2012, late rap legend Tupac Shakur came alive once again to his fans. Friends and family of the beloved rapper arranged for a virtual version of Tupac to perform at the annual Coachella Music Festival in Indio, Calif. The performance went viral, capturing more than 15 million YouTube views within two weeks. Tupac album sales increased more than 500%, and his Greatest Hits album landed a spot on the Billboard 200 for the first time in 12 years. Tupac died in 1996.
  • Smart Marketing: #BringIt
    If we all had the same brand equity that Apple or Nike has then our marketing lives would be so much easier. Sadly, many of us aren't so fortunate, but smart well-executed campaigns can still engage an audience and start a conversation. Like many brands, tapping into the entertainment zeitgeist is a way to break through the clutter, and used wisely, celebrity endorsements can add value as part of a broader campaign strategy.
  • TV Media + Mobile Video = One-Two Punch!
    Leveraging the second screen to maximiz your TV ad buy and deliver the perfect marketing mix cocktail of awareness, engagement and ROI
  • The Comedy Campaign: Marketing Brands With Humor And Hubris
    You might know Mark Malkoff as the guy who visited and consumed purchases at all the Starbucks shops in Manhattan in less than 24 hours. Or as the guy who lived in an Ikea store for a week (a stunt that won the 2009 PR Week Campaign of the Year). Or perhaps you're familiar with "The Carson Podcast," in which he talks about legendary talk show host Johnny Carson with comics who debuted on the show, frequent Carson guests, and entertainers who were influenced by Carson. Recently he proved that Apple Stores will let their customers do almost anything-by having ...
  • Gaming - A Path For Discovery Marketing
    Last month, my post highlighted the big news coming out of the annual E3 and how brand marketers can expand ways to provide valuable consumer experiences and drive consumer engagement and revenue from gaming. I had a few former brand marketing colleagues ask me about the article and if gaming really was a good a draw for brand marketers as it was a few years ago. Their claim was the space was very fragmented and it was harder to find ways to participate. I love a good spirited discussion and especially over dinner and drinks.
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