Answering this question in the affirmative puts you in fraught company. Many have proclaimed the end of marketing before. In a book on the cusp of the new century, maverick Coke CMO Sergio Zyman announced the end of marketing as we know it. The primary focus on creativity would give way to a primary focus on sales, he said. But since then, we’ve rediscovered the primary place of creativity in driving sales. Which is precisely why, in his pandemic-era book, social media maven Carlos Gil declared the end of sterile digital marketing based on clicks …

Lately, brands are just as likely to draw negative attention onto influencer partners as vice-versa. Here's why marketers need to protect influencers who put themselves out there from a sudden backlash of negative attention.

The framework released this morning by the ARF divides TV into six clusters that can be combined into two new mini universes representing "linear" and "pay."

"Third Step Prayer" from AA isn't just a prayer for recovery. It offers a strategic model for navigating today's complex cultural landscape, where feelings -- not facts -- drive behavior.

For brands, it's more critical than ever to have one-to-one relationships with customers. It provides the ability to collect customer data and insights and market directly to them.

Sequent's partners, Jim Spaeth and Alice Sylvester, have assiduously helped marketers understand the enormous complexities and see through the smoke and mirrors of marketing mix modeling, multi-touch attribution, and last-touch attribution, as revealed by their many cautions, caveats, and questions.

Racist text messages targeted at Black men, women and students raised alarms across the U.S. last week, and should be of great concern to media buyers and data companies, where the targeting data likely originated.

In late November, one single judge will determine if Google is guilty or not guilty in its adtech monopoly. The case is just the latest in a slew of antitrust lawsuits brought against Google.  The name of the game seems to be ‘blame Google.’ But there’s something the industry doesn’t talk about nearly as much (or even at all): advertisers can make or break Google. In fact, Fortune 500 advertisers wield as much power, if not more, than consumers do. It’s hard, therefore, not to question whether they exercise their influence with impunity.  Google’s convenience: the appeal of …

After decades advising, organizing and helping to shape how the advertising and media industry use Big Data, analytics, mix and attribution models, founders Jim Spaeth and Alice Sylvester explain why they're packing it in, what will happen with some of their projects, and what the future holds for industry analytics.

After 20 years in search marketing, I've witnessed Google's algorithms shape how we find information. I am pretty sure it changed me as an insatiably curious person. Now, everything's changing. While Google took years to build its empire, ChatGPT reached 100 million users in mere months. This isn't just growth – it's a fundamental shift in how humans interact with information. With the launch of ChatGPT Search, we are just getting warmed up.  The numbers tell a compelling story. ChatGPT's trajectory from launch to 200 million weekly active users by August 2024 represents more than just impressive metrics. …