Insight
Topics include advertising agencies, agency-advertiser relationships, digital agencies, digital marketing
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Business InsiderAgencies, Budgeting, Advertising, Channels, Print, Social Media Marketing, TV/Cable, Online Media, Traditional Media, Branding and Communications, Strategic PlanningIt's worth taking a closer look at the issue of whether social media platforms are increasingly creating spaces where clients that once required massive media expenditures can now get exposure for free. The kind of exposure generated by campaigns like the Old Spice Guy only comes after a significant amount of old-fashioned media.
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MarketingVoxFinding the correct agency to work with has become a harder process for marketers—a process that must be balanced against ad budgets, new technologies, and new markets. Here are eleven questions that will help you vet your prospects.
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CMO CouncilAgencies, Channels, Brand Marketing, CMO Surveys, Optimization, Tools, Branding and Communications, Market Research, Strategic PlanningJust 9 percent of senior marketers believe traditional ad agencies are doing a good job of evolving and extending their service capabilities, according to the CMO Council's new study, which also includes best–practice discussions with more than 20 leading brand advertisers.
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The EconomistAmerica’s minorities will eventually be a majority of the population: by 2045, according to the most recent census. Advertisers have noticed. Many now favor cross-cultural ads that emphasise what consumers have in common. Others, though, feel ethnicity remains relevant.
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Business InsiderFinding a plain old advertising agency is becoming more and more difficult these days, as agencies apply increasingly exotic labels to themselves: "commercial anthropologists," "intelligence factory," and "department of the future" are just a few of the attempts to avoid the taint of crass overt commercialism.
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MashableAgencies, Statistics, Advertising, Channels, Cross Sell / Upsell, Retention, Lifecycle Marketing, Market Research, Strategic PlanningIKEA had grown for years by opening new stores. But in 2011, with only one new store opening planned, footfall could no longer be relied on to drive national growth. To remedy this, the company's agencies did an ethnographic survey of its customers and implemented a combination of paid, owned and earned media.
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Forbes.comKirshenbaum Bond Senecal + Partners co-Chief Creative Officer Ed Brojerdi discusses the relationship between technology and the creative process. "We have to be smart about recognizing which bits of pop-culture phenomena have mass appeal and which are just the inside jokes of our industry," he says.
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AdRantsEverywhere, newspaper publishers and ad directors ask the same question: "What do I do?" Luckily, there's an answer. The future of newspapers sits at the intersection between content and online services. In other words, it looks like a Newspaper plus a Digital Marketing Agency.
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AdAge.comFanthropologist. Director of First Impressions. Creative Undertaker. The industry's evolution toward putting increasingly more importance on digital marketing prowess has sparked a whole new set of titles that, in some cases, are making it a real challenge for clients to figure out who to turn to.
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DMNewsAgencies, People, Advertising, Trends, Branding and Communications, General Management, Market ResearchThe director of digital marketing and analytics at Flightpath, Jon Lee, discusses social media analytics and the marriage of off- and online marketing. "A multichannel approach is always beneficial," he says.
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