Why More Brands Are Doing It Live

Mars threw out its standard playbook for its Super Bowl ad this year. The company ran the usual 30-second spot for its Snickers brand during the game but with a twist: It was live. The ad featured actor Adam Driver in a Western-themed setting in which everything went wrong, including flubbed lines, missed cues, and […]

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Emotion Is The Currency Of Experience

The shift from good ol’ marketing to delivering “experiences” means that brands must strive to invoke emotion from their customers, said John Mellor, Adobe’s VP of strategy, alliances, and marketing, during his day-two keynote at Adobe Summit, in Las Vegas. “The impact of experience,” Mellor told the 12,000-plus attendees, “is not just functional. It is […]

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How Mars Takes a Bite Out of Content Marketing

Gone are the days of “just throw it out there” and “let’s see what happens” when it comes to marketing campaigns. The hard truth is that in 2017, we have too much information at our disposal to lean on our instincts and creative prowess to connect with consumers. Today’s leading marketers know this better than […]

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The Insider’s Guide to Data, Personalization and Marketing Automation

Data can actually be a source of creativity, not just the answer to specific questions or challenges facing a brand, TBWA Global Data Director Baker Lambert said at Tuesday’s Ad Age IQ Conference: Marketing & Technology in downtown Manhattan. Data has led TBWA to new ways of telling a brand story and new tools to […]

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The P’s and Q’s of Selling Great Work

As 2016 winds down, I’m pausing for a moment to reflect on how fast the industry is moving. With deadlines coming quicker than ever, we creatives all too often forget this is a business built on relationships, not just ideas. We focus so hard on doing and selling great work that we tend to overlook […]

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Seeking the Human at Web Summit

One of the fascinating aspects of the annual Web Summit in Europe is the astonishing array of new technologies and start-ups on display. But as everyone at the Summit in Lisbon this month obsessed over the alphabet soup of technologies (AR, VR, bots, AI, IoT, etc.), there was an eerie discomfort that permeated the space. […]

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What to Do With Your Marketing Budget Windfall (Yes, It Happens)

As the year (and, for many, fiscal year) draws to a close, are you burdened with a marketing budget that’s too large to spend? Unlikely. More common is the experience of a pharmaceutical client of ours, who went on vacation for a week in August and came back to a 19% smaller marketing budget. Such […]

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What You’ll Need to Build the Agency of the Future

In 2010, the CEO of an upstart digital agency was asked by the IAB to predict the future of advertising agencies and how they needed to adapt if they wanted to be around 10 years from now. Rather than give a eulogy, the thesis of that talk was that we were on the cusp of […]

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Let Machines Do the Advertising Grunt Work

Artificial Intelligence Is a Tool, Not a Replacement for Marketers In 1950, computing pioneer Alan Turing posed a heretical question: Can machines think? Some 66 years later, the answer is clear. Evidence of machine learning is all around us. Execute a Google search and you’ll reap the benefits of machine learning. When Google presents results […]

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Despite All This Data, Empathy Is Still the Greatest Tool in a Marketer’s Toolbox

A Top-Down Approach Needs to Be Balanced with Consumer-Centric Thinking Imagine having to watch an hour’s worth of commercials before a two-hour movie. Or being tapped on the shoulder before each page of a novel with an “exclusive offer.” It sounds ludicrous, but this is essentially the way we experience ad-supported content today. It’s no […]

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