CMOs need to help align — not just sales — but the entire organization around how buyers (AKA humans) actually make decisions.
Does data on marketing on specific platforms and through different channels create better marketing?
Full-service, integrated, 360 degree — these are common terms agencies use to describe themselves, but it does little to differentiate an agency when competing.
Should the channel of distribution, especially newer forms such as native, mobile, and social, guide the campaign? Should creative simply fulfill the needs of the medium?
Clients see a sea of sameness. Procurement places the lowest bidder on a perch. And clients don't just want "great" ideas; they want "innovative" ideas.
We need to practice a bit more patience and realize that there's a non-interacting majority out there that might enjoy and look forward to a brand's messaging but don't feel the need to like, share or
Media and creative are colliding more and more as online advertising grows, data becomes more important to the justification of a brand's budget allocation and new platforms and formats emerge.
The continuing popularity of AMC’s “Mad Men” is a testament to not on…