Category advertising

My Misadventures In A Finnish Sauna: What I Learned About Marketing At The Boiling Point

Saunas are a big part of Finnish business culture. Inside a boiling hot sauna back in 2014, I joined my Nokia colleagues – all of us fully naked – after having just met most of them for the first time earlier that day. While it was awkward and strange, I learned an important lesson. Watch for more.

Why Tech Companies Need To Build Brands Before They Launch: An Interview with Emily Heyward, Co-Founder of Red Antler

A video interview with Red Antler co-founder Emily Heyward, who talks about the importance of branding at startups – and why almost all conversations about the customer problems that new brands solve leads to discussions about death.

The Difference Between Brand And Performance Marketing? Time.

Say you’re a founder, CEO, or a new CMO tasked with setting the strategy for your company’s marketing. Do you invest more heavily in brand marketing or performance? Peter Fields and Les Binet define performance, or sales activation marketing as “Any activity that aims to get an immediate response: usually a piece of information, an […]

Five Voices Of Assurance And Optimism For Navigating COVID-19

I’ve been hosting livestream shows (“Simulmedia Live”) for Simulmedia since the summer of 2019 and have had the privilege of talking to some awfully smart people from top brands, agencies, cable networks, and the investing community. Ever since we’ve started working from home, though, we’ve featured guests who I like to refer to as a […]

What I’ve Learned About Being A Livestream Host

Having hosted 15 livestream programs for my employer, Simulmedia, I can confidently say at least one thing about the experience.  After watching me, no one is going to forget Anderson Cooper. Or Chris Wallace. Or Pat Sajak, Captain Kangaroo, The Church Lady – or, in fact, any other professional broadcasting host who comes to mind.  Our […]

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 […]