Category advertising

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 […]

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?

[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 […]

[Appearing in Broadcasting & Cable] – Advanced TV Ad Targeting: Separating the Wheat From the Chaff

I wrote this piece on Advanced TV advertising, which published in Broadcasting & Cable today (February 26, 2018).  If you’ve heard about Advanced TV and want to learn more, or if you’re just getting started, I hope you find it useful. ***** You probably read the trades and know that you can now use rich […]

Quantifying The Value Of PR: An Approach For Data-Driven Marketers

The first step to demand creation often requires investing in hard-to-measure marketing tactics. Unlike bottom-of-funnel metrics, e.g. customer acquisition, knowing how well top-of-funnel activities work requires relying on metrics that I’ve never found very satisfying. They include aided or unaided awareness, ad recall, and reach and frequency. Public relations, or PR, falls in this hard-to-measure category. In […]

Avoiding The Career Obsolescence Trap

Four years ago, I had a conversation about career obsolescence I’ll never forget. I was catching up with a friend and former colleague who had left her job at an advertising agency around 2008 to be a stay-at-home mom. This woman is the best account director I’ve ever known. She is tough, comfortable defending her […]

Small Data Points Signal Huge Changes Ahead

For over seven years, I worked in marketing for a video game publisher. There was no part of the job I looked forward to doing more than producing TV commercials. There was one aspect of this work that tied my stomach up in knots, though: pitching the idea for the commercial to my company’s CEO. Not […]