Cassie Hughes

Member since February 2010

If It's Broke, Fix It in Marketing Daily on 03/09/2016
Pepsi's bold move to dissolve its procurement unit brings to mind a recent RFP experience that has me scratching my head and wondering how this process has failed both the agency and brand side alike.
How To Keep Those Creative Juices Flowing in MAD on 12/09/2014
The best way to avoid these creativity droughts is to have an arsenal of tools at the ready to break the dry spell and get you back in the zone. It makes perfect sense when you think about it. Human nature inexorably pulls us toward routines and predictability, which are the antithesis of creativity. Here are some of our favorite ways to shake things up and keep the fresh ideas flowing.
What Really Motivates People To Rally Around A Cause in Marketing Daily on 11/18/2014
Its origin can be orchestrated or organic. Its demise can be sudden or slow. And, it often inspires imitations. To create one, it's important to understand the mechanics of why some succeed while others fail.
Our Most Underused Resource: Intuition in Marketing Daily on 02/19/2014
Strong marketing is a combination of having a great idea, doing the research, and ultimately following your gut. How can we capitalize on our intuition? Here are three ideas.
What Happened To Marketing Intuition? in Marketing Daily on 02/11/2010
Corporations need to trust their marketers and empower them to make choices for their brands that put instinct back in the mix.

When Virtual Playgrounds Collide With The Mom Next Door, Marketers Win by Maria Bailey (Engage:Moms on 02/03/2010)
I couldn't agree more on all fronts! As the co-founder of Grow Marketing, I have spent the last 9 years specifically generating "real-world" word of mouth recommendations with multiple segments: moms, entrepreneurs, fashion mavens, etc. We know that the conversation doesn't just live online, and that the deepest connections are often with those people that we interact with in our daily lives, face-to-face. There are actually new findings that it's predominantly the offline conversations that cause action (trial, purchase, brand advocacy, etc.) and online can amplify that organic buzz.

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