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Search results for "planning"
- While creativity and healthcare may seem like an unlikely pair, here's how a little strategic planning, thinking outside the box, and even a little fun, can help your campaigns stand out in a crowded market. WestDerm's Senior Marketing Manager of Content Strategy, Veronica Clay, shares how their innovative approach to raising skin cancer awareness tugged at the evolving attitudes towards health, sun, and fun. Along the way, they illustrate how healthcare messaging can move beyond expert advice and get consumers to personalize it with their own memory, life, and health histories.
- Three-quarters of ad execs would like to plan their TV and digital ad buys on an integrated basis, but only a fraction currently do so, according to findings of the "State of the Industry" report released today by VideoAmp and Ipsos.
- In launching its first commercial product to an HCP market, argenx had to gets its targeting and messaging just right. argenx's Samarth Virk, Director of NPP and HCP Marketing, walks us through what the company learned about being agile in its non-personal promotions in order to execute a more successful omnichannel and personalized expansion. We explore how a data driven persistent test and iterate approach succeeded and will shape future planning.
- Nina Paparatto, VP of Integrated Lead at Vayner Media, discusses how Pearson Connections Academy strategically planned and bought dOOH to drive consideration in key states using localized creative.
- TikTok and its powerful subcult of BookTok has become a force in the publishing world. Penguin Random House has made its mark working with the creators driving this community. Penguin Random House's Associate Director of Paid Media Strategy and Ad Operations, Abigail Mallick and Associate Director of Social Media, Megan Tripp, explore how creator media becomes a strategy, how it requires internal reorganization to manage, and how it becomes a place to test marketing ideas that inform the rest of the paid and earned media mix.
