Hasta La Creative!

When Paul Gottsegen grabbed the CMO reins at Mindtree in 2013, he noticed a major deficiency in both himself and his teamthere wasn’t a single marketing technologist among them. Throwing down the gauntlet, Gottsegen shocked his team by mandating they all become more tech-centric since until that point, “everybody thought that was someone else’s job.” While Gottsegen admits there have been missteps along the way, he also believes that marketing has played a big role in the growth of the company, perhaps best reflected in the quadrupling of Mindtree’s stock over the last 5 years.

There is an ironic lesson here. Indian-based Mindtree is a consulting company that competes with the likes of Accenture and PwC in the so called “digital transformation” space. That means they help others be more tech-centric and expand their “digital value chain.” In essence, by focusing on marketing technology, Gottsegen was “taking his own medicine,” prescribing a course of action that could systematically yield big results. And yet in the end, even Gottsegen admits, ultimately marketing is both art and science, “it’s not a math equation.”

Continue reading at AdAge.com

If I could step into a DeLorean doubling as a time machine and talk to my younger entrepreneurial self, I’d set the flux capacitor to summer 2003 — exactly five years before I opened the doors to Zulu Alpha Kilo.

The heart-to-heart between the older and younger me would go something like this. “You’ve been thinking about starting your own shop for a long time,” the wiser me would say. “You’re going to keep feeling that entrepreneurial itch for years, so why not scratch it now? Quit your job. Remortgage your home. Don’t waste another day.”

Maybe if I had heard that then, I wouldn’t have waited until I was 41 years old to start Zulu. But as we celebrate our 10th year in business, I know now the hardest part of my entrepreneurial journey was simply making that critical decision to quit and take the leap. After I did, a colleague gave me a goodbye card that read, “Leap and the net will appear.” I had no idea how much truth and insight there was behind that line until I started my agency. Now that I had made the decision to start an agency, I still had no idea how I’d go about doing it. The universe does have a funny way of compelling you to figure out the rest along the way.

Continue reading at AdAge.com

A year after rebranding as a store “for women by women,” retail startup Bulletin is expanding with its third location. Next month, the four-year-old company plans to open in New York City’s Union Square neighborhood.

Bulletin, which was originally founded in 2014 as a shoppable digital magazine and Etsy alternative, will feature around 60 female-led retail brands. Each label pays a monthly membership fee to showcase their wares. The company already operates stores in Brooklyn and Manhattan.

“It was important to create this space for women-owned businesses to learn about their brands,” says Chief Operating Officer Ali Kriegsman and co-founder of the company. She notes that all of Bulletin’s brands are female-founded, female-led or run by LGBTQ-identifying entrepreneurs. “If we were going to invest all of our eggs in a retail store, we wanted it to matter and to have a larger mission.” Bulletin donates 10 percent of all proceeds to Planned Parenthood.

Continue reading at AdAge.com

A legal battle had been waged over whether a stage adaptation of “To Kill a Mockingbird” strayed too far from Harper Lee’s novel. On Thursday, the suits were settled.

Members of the U.S. House Intelligence Committee have released thousands of Russia-linked Facebook ads, providing a closer look at how outside actors used the platform during the 2016 presidential election and who they targeted. While it’s been more than six months since Facebook and other social platforms including Google and Twitter revealed they had found…

A Niantic dominou o mundo em meados de 2016 ao lançar “Pokémon Go”, jogo para celular que materializou o sonho de muita gente de capturar e colecionar as simpáticas criaturas criadas por Satoshi Tajiri. Dois anos depois e com a febre mais ou menos passada (ainda que exista muita gente jogando o game atualmente), o …

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