videos
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Integrating Innovations
Interview
Integrating Innovations
Bob Greenberg, CEO of R/GA, mentions interesting advertising experiments such as mobile apps and social media, but believes that these have not been successfully integrated yet.
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Relevant vs. Possible
Interview
Relevant vs. Possible
Russ Klein, Former President of Global Marketing of Burger King, believes that advertisers should distinguish between what is relevant and what is possible for a particular platform. Rather than try to make everything possible on a single device, find out ...
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Marketing Industry
Interview
Marketing Industry
Peter McGuinness, Chairman and CEO of Gotham Agency, believes that the new marketing environment is characterized by shifting demographics and the transformation of digital agencies into traditional agencies, and vice-versa. The model for compensation may change because creativity in marketing ...
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Social Hits Wall
Interview
Social Hits Wall
Larry Woodard, President and CEO of Graham Stanley Advertising, argues that today's social media is going to hit the wall, like the dot.com bust. It requires too much work to sift through the peripheral and get to the content. Woodard ...
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Global Targeting
Interview
Global Targeting
Werner Domittner, Global Head of Customer Marketing at Diageo, is excited about the marketing opportunities made available through better targeting of groups, especially the emerging middle class in Eastern Europe, Asia/Pacific, and Latin America.
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Personalization
Interview
Personalization
Mike Tunnicliffe, Head of Specialist Services at Mindshare, is excited by personalization of advertising messages, especially in the celebrity space. Digital allows brands to effectively leverage celebrities for personalization.
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Target
Case Study
Target
John Aman, AVP, Strategic Sponsorships of Nationwide Insurance, admires Target's clean, crisp brand messaging and ability to evolve with the consumer. Messaging and merchandising match up very well.
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Complex Metrics
Interview
Complex Metrics
Ari Paparo, EVP of Product Development at Nielsen, describes the changing face of marketing in terms of multiple channels, platforms, and contexts. Although the environment is complex, marketers are beginning to develop methods for measuring results.
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Lessons: Pharma Marketing
Interview
Lessons: Pharma Marketing
Seth Levine, VP and Director at One to One Health, discusses recent learnings in health marketing. Pharmaceutical companies want to interact with customers in the social spaces they inhabit. Physicians and caregivers really are interested in what the industry has ...
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Beyond the Message
Interview
Beyond the Message
Frederic Bonn, Executive Creative Director for Razorfish, discusses marketing trends that move beyond messaging and create engaging experiences. Brands must develop exceptional, emotional content and also provide utility.
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Pepsi and ToysRUs
Case Study
Pepsi and ToysRUs
Larry Woodard, President and CEO of Graham Stanley Advertising, describes brands investing in the production of ad-like objects, then disseminating them through digital channels. Woodard mentions Pepsi's success with the World Cup and Superbowl, and use of Facebook and Twitter ...
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Both Worlds Better
Interview
Both Worlds Better
Nick Law, Chief Creative Officer of R/GA, advises marketers today to remember they cannot do everything. Ten years ago a chief creative officer was capable of running every part of a campaign, but not now. Make sure the technology people ...