They are Good for You! Performance-based Agency Compensation Programs are like carrots, healthy for you, but polarizing. You either like them or you pass on them. The better prepared they are, however, the more likely they will be palatable for advertiser and agency alike. Back On the Menu Marketing expenses and agency fees are under […]
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Success Under Stress? 3 Key Factors Brands will need creativity and learning agility more than ever to recovery from the economic devastation of COVID-19. The focus now is on the design and delivery of innovative services and experiences for their customers. Companies look to their marketing leaders to marshal the right talent and resources to […]
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How should Ad Agencies be rebranded? Marketing leaders can feel pressure to justify the dollars spent on advertising agency fees yet are reliant on external advertising industry suppliers to execute their brand strategies. They face questions regarding the future need for external agencies, their value and of course, their ROI. Perhaps the advertising industry suffers […]
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Charming Lesson for Marketing Leaders One could argue that most elected officials are brand-builders in their own right, masters at tailoring their message for the market. But the history buffs among us can look to our favorite brand-building President, Theodore Roosevelt, for some fresh inspiration. Widely considered by historians to be one of the best […]
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Find Creative Thinkers to Elevate your Brand Marketing is increasingly complex yet full of opportunity. The need to recruit creative thinkers is at an all-time high. Most execs approach challenges with reams of data and knowledge. Yet brands grow when people creatively solve problems, seize opportunity and claim higher ground. Creative thinking is the cornerstone […]
Read more >Discover the Surprising Solution for People Problems Sometimes the pace, pressure and myopic focus of Q4 can feel like a bad winter cold. Marketers strive to deliver a strong finish to this year and hustle to set the KPI’s for next, building the case for investment in resources. It wears us down – taking an emotional […]
Read more >As a coffee lover, I cringed at the invasion of crumbs from a biscotti floating in my cup. (Who knew one could have buyer’s remorse over a biscotti and ruin a perfectly good cup of joe?) After some (tasty) trial and error, I learn that (a) all biscotti are hard, in fact twice-baked (literal definition) and […]
Read more >Ever feel the energy of an end-of-summer competitive swim meet? Seasoned swimmers cut fast through the water, striving towards achieving their personal best. They know their individual effort also contributes to overall team performance. Swimmers will realize the smoothest glide when they stay centered in their lane. If they stray off the mark they become less […]
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How Diversity Impacts Advertising Agency Selection The creative development process intrinsic to marketing success has a level of mystery about it akin to that of a dragon’s egg. The process can be fragile. Capturing it can be elusive. The conditions for nurturing its potential present an opportunity to birth something quite powerful. When we recruit […]
Read more >Despite being born and raised in Football Hall of Fame city, a super destination for every football fan, I’m no Adam Schefter. But after 30 years of marketing consulting for clients, I understand the design and culture of championship team performance. The NFL’s top two teams will soon battle for greatness on one of the […]
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Standing in front of an orchestra, a band, or a chorus and beating time does not make one a conductor. But to bring forth thrilling music from a group of singers or players, to inspire them to excel, to train them to become musicians themselves, personally to feel the power of music so deeply that […]
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An accomplished carpenter felt ready to retire. He told his boss of his plans to leave in order to live a more leisurely life with his wife. He would miss the paycheck, but he had saved enough to be able to quit and enjoy a modest lifestyle. The contractor was sorry to see such a […]
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Start Now for 2019 Success! How to find the right creative advertising agency remains an elusive challenge for companies today. Agencies line up by the hundreds, offering similar services at similar pricing with little known differentiation. Marketers know a lot rests on the selection of the talent to get the job done, and that outsourcing […]
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Rumor of an impending threat has worried the kings and queens of today’s marketing diminions for some time. This ever-evolving beast is said to be so demanding, so consuming that even the most well-tuned marketing functions are being forced to confront its influence. Well fellows, the content marketing beast has arrived and she’s not going […]
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Ask advertising industry and non-industry folk alike what makes for a great campaign and you’ll likely hear the same response – creativity. It’s something we can recognize and admire, like a sense of taste or style, but are not sure exactly where it comes from, how to replicate it for ourselves, or what about it […]
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