Author Archives: Matt Collins

The Pre-Made Podcast, Episode 1: A Portrait In Resilience

I’m changing things up a bit. Instead of just writing about marketing and the technologies that enable it, I’m occasionally going to host interviews. It’s a podcast I’m calling “Pre-Made” because these people aren’t “made” just yet, though they’re doing the sorts of extraordinary things that warrant our attention. In my first-ever interview, I speak […]

How to Use Audience Data Like Today’s Masters of TV Advertising

It’s a lot more complicated to be a marketer today than it was 25 years ago. Not surprisingly, I occasionally encounter marketers who feel dizzy at times by the overwhelming amount of tactical choices they have available. My reminder to them goes something like this: sometimes, the best way to cope with complexity is simply […]

My Interview with Radha Subramanyam, Chief Analytics and Research Officer of CBS

In the earlier stages of my career, I like to tell people that I literally played games for a living. That was just one of my responsibilities as a marketer in the video game industry, though. I also budgeted for and planned TV advertising campaigns. On more than one occasion, I remember asking my media […]

In-House Or Agency?

When it comes to whether a brand should hire an agency or bring the work in-house, ask yourself this: is the activity in question revenue generating?

The Future of TV Ad Planning: Audience or Index-Based?

For decades, advertisers have relied on an index-based approach to determine audience concentration. This way, they can size up who’s consuming what content and figure out if it makes sense to advertise there. No one uses this method more than TV advertising planners. An index worked pretty effectively when we had fewer choices of what […]

[Webinar] How Legacy Brands Can Compete in a Direct-To-Consumer Economy – My Conversation With LUMA Partners CEO Terry Kawaja

Last week, I hosted an ANA webinar with LUMA Partners CEO and Founder Terry Kawaja to talk about the rise of the direct brand economy and what traditional advertisers can do to compete. Many of you may know LUMA Partners for its LUMAscapes visualizations of various ecosystems – here’s the one they created for ad […]

How Direct-to-Consumer Brands Succeed — and Why It’s Not Too Late for Incumbents [paywall]

A few years ago, I started noticing several former colleagues taking jobs at direct-to-consumer (D2C) brands, including pet food provider Ollie and Bombfell, a seller of men’s clothing. At first, I thought of these companies as experiments in a new business model, one that bypassed traditional retail and forged relationships directly with the end consumer. […]