Running multiple social media accounts can be challenging, especially if you’re a global business running those accounts across multiple markets and in several languages. B-to-C companies will most likely split their accounts by function and/or sub-brand. They may even set different social accounts up for each new product and campaign. What happens to these accounts…
Marketers are swimming in customer data and quickly sprawling technology stacks that promise to help them manage and make sense of it. With nearly 7,000 mar-tech vendors, marketers are overwhelmed with options, investing in many solutions to solve for different needs. As a result, they’re working with siloed, inconsistent data, which makes it nearly impossible…
For the first quarter of 2019, happenings at YouTube and Fox News have had us focused on brand safety. Instances of negative attention to each channel caused brands to question their spend and presence in these spaces. Suddenly, 157 died in a plane crash, quickly shifting the focus to actual safety. The flight that went…
Alcohol has always been a sensitive category for advertisers to walk the straight and narrow–and for good reason. Organizations such as the Distilled Spirits Council of the United States (DISCUS) have been self-regulating and working with the Federal Trade Commission to make sure advertising policies are properly adhered to. But like all government-monitored regulatory environments,…
Before there were emojis, infographics, flowcharts and photo collages, people shared ideas through the oral tradition of storytelling. Humans are hardwired to remember stories as every person on this planet comes from a lineage of storytellers. Over a millennium ago, storytelling was the primary means of making ideas memorable, impactful and actionable. Because of its…
It was clear to me early on in life that I wanted to become CEO of a multinational company. I imagined traveling the world, working with all kinds of different people and achieving both success and respect from my peers. I knew one day that would be me. However, I never realized how rare this…
The announcement by the Association of National Advertisers late last year that brand purpose was chosen by its members as the 2018 Marketing Word(s) of the Year served as a timely reminder that so-called purpose marketing has come of age. But that doesn’t mean that marketers have discovered the secret sauce for making it work….
The last 12 months saw media giants face several data-related incidents: 87 million people had their Facebook data siphoned by Cambridge Analytica–nearly 40 million more than first expected–and 500,000 Google Plus users were exposed by a security flaw. The effects of these events were felt worldwide. Consumer trust was dented, especially for companies shown to…
Look at the Instagram of CGI influencer Lil Miquela. Now look at Kylie Jenner’s. Is there really a difference? Both have flawless skin, structured cheekbones, perfectly manicured eyebrows and posts that elicit an air of mystery aimed at generating buzz. Today, social media lets us play with reality, making it hard to discern between real…
When YouTube announced that they’d be dropping the paywall from many of their Originals, they noted that it was to “make our YouTube Originals ad-supported to meet the growing demand of a more global fanbase.” In other words, more fans want to watch Originals for free, which means more advertising opportunities for brands. YouTube is…
We know which team won the Super Bowl and which film nabbed Best Picture, but which advertisers won those events? Another big events season has come to a close, and some of the priciest and most-watched ad programs of the year–across the Grammys, Golden Globes, College Football Championship, Super Bowl and the Oscars–are receding into…
Communication, or lack thereof, is at the root of many of the world’s most challenging problems. We listen as people talk, but somehow we fail to hear what they’re actually saying. Sometimes we hear what we want to hear; other times we can’t distinguish the real message behind the words. It’s no different in client/agency…
It’s a battleground out there. Mass retail brands are falling every week. Profits are either down or up in smoke. Holiday discounting was at its deepest level on record. Challenger brands continue to tear down established brands twice their size. For most advertisers, the future is at best uncertain, at worst bleak. Yet turn on…
From the Museum of Ice Cream to the Ros? Mansion, selfie factories were one of the biggest trends in creative marketing in 2018, and they aren’t going away. But that’s not the only or even the best way to capture the crucial audience when it comes to experiential marketing. The pull of the pop-up experience…
A systemic problem in marketing is that we often talk about our expertise and differentiators, flaunting our knowledge and uniqueness. Everything is unnecessarily complex, and the elitist attitude is prevalent. We use countless acronyms, and we’re on to the next industry trend as soon as the layperson begins to understand what the last one meant….
Concerns in the media industry regarding Apple’s adoption of Intelligent Tracking Prevention (ITP) have recently been growing, with talk about the death of the cookie. The release of version two of ITP, which is even more strict, has ramped up the fearmongering. The fear is that this will prevent vendors from being able to track…
The legal cannabis industry is worth billions, and your skills are in demand, even if you have little experience with the plant itself. Top-shelf cannabis companies are seeking experienced, well-rounded marketers to handle their branding and business efforts. The following are some pro tips to help you build a foundation and compete in this new…
Let me tell you a story. Today, somewhere in the world, there is a little girl of limited means but unlimited potential. Her environment may inspire little optimism and discourage her emerging voice, but smartphone technology and social media platforms offer glimpses to a range of human experience from around the globe, as well as…
This International Women’s Day is about envisioning what’s possible when the scales tip toward full gender balance: on television, in boardrooms, in government and employment across all industries. It’s about the belief that we can create #BalanceForBetter. I believe the balance of a diverse and equal workforce creates a better working world for us all….
While gender and sexuality become increasingly fluid, the influence of women within the global economy is more concrete than ever. In lieu of meaningful female representation at the C-suite level of venture-backed startups or Fortune 500 companies, brands struggle to keep up. This economic shift has inspired a wave of purpose-driven brand campaigns, which prioritize…
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