Convenience trumps everything. No matter how innovative or cheap a brand may be, if it's not easy to use it will fail. More importantly, convenience is the secret sauce for success. Because convenience rules.

Its just-released "Digital Out-of-Home Measurement Guide" provides a comprehensive grounding for anyone interested in how the medium can and should be measured, both quantitatively, as well as qualitatively.

Outthink, don't outspend. While scenario-based media planning isn't a new concept, increasing volatility is making it more of a competitive necessity.

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.