These days, Colombian performer J Balvin–otherwise known as the “Prince of Reggaeton”–is considered advertising gold amongst legacy brands like UPS and McDonald’s. But back in 2014, the singer was still growing his audience with the help of brands like Coors Light and creative marketers like Dallas-based creative director Alonso Arias. To help document J Balvin’s…Read More
Last week, leaders from the world of publishing, technology and advertising descended on Vancouver to craft a more privacy-safe web at the TPAC conference held by World Wide Web Consortium (W3C), a body charged with rewriting internet standards. One point of discussion was the future of attribution–where advertisers link the viewer of an ad to…Read More
Most companies’ DEI training efforts are lackluster at best, assuming they even exist. Usually, so-called training amounts to employees viewing short online videos centered on identifying workplace harassment. Agencies are no different, and in general don’t walk the walk when it comes to DEI. In fact, fewer than half of the agencies that pledged in…Read More
The nonprofit publisher Grist, which reports on climate change and its solutions, announced Tuesday that it has named Nikhil Swaminathan as its new chief executive officer. He began the role on Monday, Sept. 19. Swaminathan hopes to usher in a new chapter for the publisher by expanding its mission–beyond basic climate change awareness–in two key…Read More
That might be true, but it’s worth being clear about it.
Not that good for who?
If you mean to say, “I don’t like it, it doesn’t appeal to me,” then that’s what you should say.
If, on the other hand, you have enough expertise and domain knowledge to say, “I understand what has appealed to the audience you’re trying to serve, and this isn’t going to work.”
The first is easy, and perhaps not that helpful.
The second is priceless, but are you sure?
Fans reacted with glee when Netflix recently announced that it had renewed its Formula 1: Drive to Survive documentary series for two more seasons. The hit show–a behind-the-scenes view of the lives of Formula 1 drivers–entered Netflix’s top 10 in 56 countries. Simultaneously it has helped Formula 1 gain new fans, increase TV viewership of…Read More
Fifteen years ago, a piece of fan mail arrived at L.L. Bean headquarters in Freeport, Maine. It came from an 8-year-old girl in Massachusetts named Ellie Thonnings, who’d torn out a sheet of notebook paper to scribe her letter in pencil. As a century-old company with a dedicated following, L.L. Bean was no stranger to…Read More
If you’ve ever found yourself in an argument about climate change, you know the terminology around it can be a bit charged. The issue is uniquely political in the U.S., making it hard to have productive conversations about the problems global warming is creating. The Potential Energy Coalition, a nonprofit research and creative shop with…Read More
There is a perpetual discourse around social media managers: Are they the wizards of the online realm, or are they just interns who know how to make cool videos? Love us or hate us, you can’t do without us. Social media is crucial to all businesses. Worldwide, 4.48 billion people use it–that’s more than half…Read More
As the head of collaborations and experiential at Complex Networks, where he has been charged with launching and overseeing franchises like ComplexCon and its virtual sister event, ComplexLand, Neil Wright has come a long way from his first foray into event marketing: canvassing music festivals at dawn to promote underground raves in 1990s Los Angeles….Read More
