• How Scenario-Based Media Planning Gives Challenger Brands An Edge
    Outthink, don't outspend. While scenario-based media planning isn't a new concept, increasing volatility is making it more of a competitive necessity.
  • Trend-Followers, Not Trend-Setters
    Marketing struggles when it tries to be a trend-setter. We can sell culture -- and sell it well -- but marketing can rarely if ever can create culture, and certainly not create it out of whole cloth.
  • The Real Gulf Of America: Brand Strategy
    Nearly two years after moving to the U.S., I've noticed something people in our industry don't often say out loud: American brand strategy talks about being global, but it rarely thinks that way.
  • Solving Pain Points: A Conversation With Accountability's Judd Rubin
    If you've never heard of agency tech developer Accountability, I recommend you listen to my conversation with new CEO Judd Rubin on why some big agencies are been coming on board.
  • Cass Sunstein to Advertisers: Free Will Is Your Business Model
    Sunstein offers a timely and pragmatic message to the ad industry: the capacity of individuals to make informed, autonomous choices is not only a philosophical concern, it's a business risk factor too.
  • Central To The Value Proposition
    There is always something new and improved in advertising and marketing, but only rarely do these fads and inventions go to the heart of a brand's value proposition.
  • Dentsu Begins Using Bots To Synthesize People For Planning & Buying
    The holdco has begun incorporating "synthetic audiences" into its vaunted CCS media planning and buying system as part of "next gen planning for the Algorithmic Era."
  • Is It Time For A New Channel-Planning Discipline?
    Two recent stories suggest an approach to channel-thinking or channel-planning that goes beyond classic campaign-thinking -- one that understands and can impact the social diffusion of ideas.
  • When The Going Gets Weird, Content Turns Non-Pro
    As part of a new ad forecasting taxonomy, WPP says amateur content will surpass professionally produced content this year, making me wonder what the definition of "professional" content actually is.
  • More Than Just A Buzzword: Mastering Retail Media's Consumer Journey
    At the consideration stage of the journey, brands have a real opportunity to leverage retail media networks to reinforce their value and stay top-of-mind. RMNs provide the ability to retarget high-intent shoppers, serving them with tailored messaging based on previous interactions. Unlike standard programmatic retargeting, RMNs leverage first-party purchase data, allowing brands to reach consumers with hyper-relevant ads at key decision-making moments. If a shopper browses a skincare product but doesn't make a purchase, they can be retargeted with product reviews, a limited-time offer, or an influencer tutorial-helping to drive trial and consideration.
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