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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

  • Don't Be Evil -- Revisited in Online Spin on 04/18/2017

    I have to confess, I was actually a fan of Google's "Don't be evil" philosophy. Predictably, once the company went public with it, the cynics were quick to tear it apart. Was it naive? Of course it was. And yet, these days, maybe we need more of that particular type of naivete.

  • We're Becoming Intellectually 'Obese' in Online Spin on 04/11/2017

    Humans are defined by scarcity. All our evolutionary adaptations tend to be built to ensure survival in harsh environments. This can sometimes backfire on us in times of abundance -- both of food and information.

  • Searching For Leadership in Online Spin on 04/04/2017

    I was planning on writing a very erudite column on how our consumption of news has drastically changed, when I decided to do a research check on Google Trends and found something interesting. It should come as no surprise to learn that Donald Trump is dominating news searches on Google. What was surprising: the number-one audience with an appetite for "Trumpie Tidbits" is Canadians. That's right, my fellow countrymen can't get enough of the guy.

  • Want To Be Innovative? Immerse Yourself in Online Spin on 03/28/2017

    In a great post earlier this year, VC Pascal Bouvier (along with Aldo de Jong and Harry Wilson) deconstructed the idea that starts-ups always equate to successful innovation. Before you jump on the lean start-up bandwagon, realize the success rate of a start-up taking ideas to market is about 0.2%.

  • Damn You, Technology! in Online Spin on 03/21/2017

    Quit batting your seductive visual sensors at me. You know I can't resist. But I often wonder what I'm giving up when I give in to your temptations. Could it be humans are making ourselves obsolete?

  • The Chaos Theory Of Marketing in Online Spin on 03/14/2017

    Last week, I wrote about why marketers are struggling with job security. In an effort to provide career counseling to an industry, I would offer this suggestion: Start learning about the behaviors of non-linear dynamic systems. You're going to have to get comfortable with the special conditions that accompany complexity.

  • How Vision And Strategy Can Kill A Marketer's Job Security in Online Spin on 03/07/2017

    Marketing is becoming more powerful, but the markets themselves are becoming more unpredictable. And marketers are squarely caught on the horns of that dilemma. We sign on to deliver results -- and when those results are no longer predictable, we feel our job security rapidly slipping away.

  • Drowning In A Sea Of Tech in Online Spin on 02/28/2017

    The world is becoming a pretty technical place. The Internet of Things is surrounding us. Which sounds exciting -- until the Internet of Things doesn't work. Then what?

  • 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.

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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