• Marketing Transformation Can Be Uncomfortable
    Many of you are dealing with a typical challenge: how to transform your organization from one manner of operation into another. Sometimes you're dealing with the transformation from traditional to digital; in other cases, the shift is from digital to data-driven. In every case, the transformation is difficult and feels very uncomfortable, but don't lose faith - change often takes quite a long time.
  • The Man Who Mistook His RV For A Hat
    I think I'm missing part of my brain. You know how I know this? Because I winterized my RV. Correction: I tried to winterize my RV. If not for the help of my friend Ted, I'm pretty sure said RV would have been a nonfunctioning hulk of fiberglass and metal come next spring. There would be fluids oozing from places not intended by the manufacturer.
  • What You Say Is As Important As Where You Say It
    In an interview I read last week, Babs Rangaiah, Unilever's vice president of global media innovation and ventures, conveniently summarized all the current challenges of delivering brand content to consumers effectively. He listed ad blocking, the problematic programmatic evolution, and the need to clean up ad fraud and execute direct relationships with leading digital platforms and start-ups. For argument's sake, let's say we could wave a magic wand and make all those issues go away. Then all of a sudden we would be forced to think more about the creation of actual content. And what marketers tend to forget today ...
  • The New Face of (Ad) Tech Innovation
    Although digital media and advertising look very different today than in 2007 when the first iPhone landed, there are some immutable constants which, over time, have come to form our ad tech ecosystem.
  • General Electric's Truth In Advertising: Bravo!!
    The current GE campaign, "What's the Matter with Owen?," is sheer brilliance because it does what good advertising should do. It embraces an element of truth, no matter how uncomfortable it may be, and deals with it head-on in an attempt to change perception of a brand.
  • Basic Instincts And Attention Economics
    We've been here before. Something becomes valuable because it's scarce. The minute society agrees on the newly assigned value, wars begin because of it. Typically these things have been physical items, and the battle lines have been drawn geographically. But this time is different. This time, we're fighting over attention -- specifically, our attention -- and the battle is between individuals and corporations.
  • Why Change Agents Are Destined To Fail
    As part of my day job, I often counsel clients who ask if they should bring in a change agent, like a new CEO or CMO who "thinks radically different from us." My answer is almost always a resounding "No."
  • Digital Video Fraud, Viewability And The $50 Rolex
    It's now pretty clear that a lot of digital video ad deliveries over the past few years were of suspect quality. That's not news to anyone in this industry. Most analysts are estimating that at least one-third of digital video ads bought over the past two years were un-viewable, fraudulent or the product of robotic traffic. Many folks are asking how this could have happened. To me, who lives and works in New York City and who has been part of the digital ad industry since it was born in the early '90s, it all seems pretty straightforward. What happened ...
  • Wanted -- No, Needed: Digital Philosophers
    In an excellent essay earlier this year, philosopher Thomas Wells argued that "Advertising is a natural resource extraction industry, like a fishery. Its business is the harvest and sale of human attention. We are the fish and we are not consulted."
  • Maximize Your Conference Experience - Don't Just Show Up!
    How do you get the most out of a conference? That's a simple question, but one that too many people tend to overlook because we're all busy and simply just show up. I spent the last few days at two different conferences, and I was continually amazed at attendees' lack of preparation. You need to work to make conferences fruitful from a personal perspective.
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