It’s a reasonable bet that most senior-level marketers would like–even if it’s just once–to lead the creation of a Super Bowl ad. After all, who wouldn’t want to work with a budget that lets them drop $7 million on the most prime TV time there is? What CMO doesn’t dream of having 100 million-plus consumers…Read More
For a struggling taco shop in Glenview, Ill., the difference between a disheartening lack of foot traffic and a sold-out menu was a 10-second TikTok post. A decor company based in Grand Rapids, Mich., was saved when the owner’s daughter brandished his collection of horror-themed Christmas ornaments on the platform. And Keith Lee, a former…Read More
Serena Williams exited professional tennis last September, following one final U.S. Open run, in a blaze of branding glory–with a pair of powerful ads from longtime partners Nike and Gatorade honoring and cementing her legacy as the sport’s GOAT. But while Williams has long been one of the industry’s most coveted spokespeople and brand partners–after…Read More
In late January, inside a sunny conference room at the JW Marriott in Marco Island, Fla., a working group of advertising technology executives gathered to discuss a contentious new update to a pair of terms–in-stream and out-stream advertising–whose precise definition would determine the fate of billions of dollars in digital video advertising. The overhaul, which…Read More
Data is the lifeline for digital advertising. As the digital landscape continues to change, so too will data. Whether it’s evolving data privacy regulations or third-party cookie deprecation, access to high-quality data–data that’s clean, well structured and free of bias–is a challenge for marketing organizations. As data becomes increasingly difficult to collect, store and activate,…Read More
Advertising is the only language of communication between the consumer and the brand. If you personify brands, and a consumer’s experience with a product is the equivalent to a romantic courtship, then advertising is really about establishing the trust that gets you there. It’s about uncovering, understanding and linking the needs and aspirations of one…Read More
In May 1998, a tank waving a Union Jack rolled through the streets of New York toward Times Square. Once there, the armored vehicle smashed through a wall of stacked cola cans. The intended message: America’s soft drink giants, Coke and Pepsi, were under attack. Onboard was flamboyant British entrepreneur Richard Branson, who was promoting…Read More
For decades, b-to-b brands have formed their visual identity and logos based on “professional” tones and styles. We’ve all seen them: blue or red text splashed on a plain white background with minimal additional color, often devoid of any personality or flair. Appropriate for a corporate audience? Sure. Effective in attracting today’s social-first audience? Not…Read More
Recently, I gave ChatGPT, OpenAI’s artificially intelligent content creator, the following prompt: “Write a five-sentence paragraph about what ChatGPT means for chief marketing officers and marketing organizations.” Here’s what it generated in a matter of seconds: ChatGPT is a cutting-edge technology that holds great promise for chief marketing officers and marketing organizations. It uses advanced…Read More
To end her seven-year performance hiatus, Rihanna had to pack a lot into her thunderous 14-minute Super Bowl Halftime Show. Snippets of 12 hit songs including “Rude Boy” and “Umbrella”? Check. Choreography from the Super Bowl’s “hidden MVP” Parris Goebel? Check. A custom electric red Loewe jumpsuit that was quickly unzipped to reveal a pregnancy…Read More
