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  • AARP's Marketing Chief Pardo: '50 Is the New 50'
    Brandweek
    Advertising during the Oscars for the first time, AARP launched a campaign targeting boomers who are "not done growing up," says chief branding officer Emilio Pardo, who explains why now is the right time for such a message and dispels a few common misconceptions about boomers.

  • Dancing With the Stars
    Adweek
    Despite the travails of Tiger Woods and other well-known names, the use of celeb endorsers seems to be making a comeback. Why? Industry experts say it's partially because many stars have used social media outlets like Twitter to establish one-to-one connections with consumers.

  • Rethinking Marketing
    Chief Marketer
    Companies have powerful technologies for understanding and interacting with customers, yet most still depend on mass media marketing to drive impersonal transactions. To compete, companies must shift from pushing individual products to building long-term customer relationships.

  • Digital Agencies Get Back to Business
    Adweek
    Two of the largest digital agencies, Razorfish and R/GA, have slowly returned to the Web-shop vision of acting as management consultant and innovation expert, using technology not just to help clients communicate with customers but also to invent new business.

  • An Industry Named 'Sue': Let's Just Ditch 'Behavioral'
    MediaPost Behavioral Insider
    The label "behavioral" (as in "targeting") has become an albatross around the neck of the industry, with connotations that raise red flags in ways other similar online metrics practices don't. So what's in a name? And what would be better?

  • Why Metrics Are Killing Creativity in Advertising
    AdAge.com
    Most agencies today are helping clients adapt new technology solutions to better connect with consumers, to use and develop powerful tools that deliver a whole new level of metric sophistication. But have we gone too far? Should numbers fully dictate creative strategy?

  • Citigroup Faces Consumers On The Web
    Forbes.com
    In an effort to soothe the public's skeptism post-bailout, Citibank has launched a multimedia branding campaign positioning itself as more accessible and transparent. Integral to its strategy: personal blog posts from CEO Vikram Pandit. "This is an attempt by us to show how we can reform ourselves and at the same time behave in a responsible customer-centric way," says CMO Lisa Caputo in an interview with Forbes.com.

  • Meet the agency of the future
    iMedia Connection
    The agency format isn't necessarily dead, but it is in need of a transplant. See why you need to put the fear of change aside and start taking steps to become an indispensable marketing partner.

  • Time to Rewrite the Brand Playbook for Digital
    AdAge.com CMO Strategy
    Instead of simply appropriating everything that we know about branding for digital media, it may be time to focus on how digital media change what we know about branding.

  • Three Crisis Survival Lessons for the Social Media Age
    Mashable
    After the reputation crises of Domino's, United Airlines and Tiger Woods last year, brands are beginning to realize how social media can be an invaluable tool for transforming an image and building trust. Here are a few lessons we can learn from them.