Super Bowl Sunday TV ads - My 2 Cents
February 3rd, 2014
Not that it matters to anyone, but I thought I would write up my thoughts on the top Super Bowl commercials before reading anyone else's review. In my job as an advertising strategist, I spend an awful lot of time reading articles, analyzing ads, and researching consumer behavior. I don't think of myself as an advertising expert, but more like an advertising enthusiast. So when I watch commercials, I try to experience the emotion, motivation, and inspiration as most people would and then try to figure out if the ad worked. 

These days, in my own business, more and more often I find simplicity to be just as effective  –  or sometimes even more effective  –  than what we might think is a brilliant creative masterpiece. I have a feeling that most other reviews of the Super Bowl commercials will be based solely on entertainment value. Mine, however, is based on what I think was the most effective commercial at accomplishing what a commercial   Read more...
January 29th, 2014
clutter clut·ter ˈklətər/ noun 1. a collection of things lying about in an untidy mass.
 
Clutter: what better way is there to describe the internet--a digital world of some useful information and ideas, and far more unfolded clothes and knick-knacks that we've run out of hangers and shelf space for. It can often be so overwhelming a place that we avoid stepping into unfamiliar territory. We stick to the mindless structure of our Googles and our Youtubes and our Facebooks. Remember when surfing the web was a hobby? When we would wander web space simply for the sake of learning, or entertainment, or... well, I guess that was pretty much it. Nowadays, surfing the web means subjecting ourselves to a tsunami that's just as liable to slam us into a mental cliff face of wasted time, anxiety, and regret as it is to educate or entertain us.
So when it comes to the advertising world, and familiarizing the right people with your   Read more...
January 22nd, 2014

With nearly every B2B or B2C company, a common life cycle of interactions and decisions takes place between a brand and a prospect before a purchase is made. Even beyond the purchase, the life cycle continues with return business or even customer / client advocacy. In the new media landscape which has been permanently altered by the capabilities of Internet connected media, it is no longer strategically effective to produce one size fits all content for marketing.

The path to purchase rarely concludes after a single touch point. Instead a prospect journeys through a number of touch points before making a purchase decision or beyond to become a brand advocate. However, each touch point along the journey varies greatly in context, channel, medium, and situation.
Therefore in order to maximize the impact of these touch points, we should optimize the content for each distinctive context, medium, device, and situation in which an interaction may take place. And with some strategic   Read more...

January 8th, 2014
I was rather intrigued by the diagram / article titled “Workflow for a Custom Digital Campaign” released as part of the “Best Practices Guide” by the IAB (Interactive Advertising Bureau). Those who work in the field of advertising look to organizations like the IAB for advice and guidance.
 
So when it comes to best practices, you might think we would see workflow models depicting the perfect world scenarios that we could only strive to build toward. But in this particular instance, it’s as if they set out to depict a commonly practiced inefficient workflow. 

  As the old-school advertising models continue to lose their foothold, we need advice and guidance that make sense in the new real-time world of digital advertising. The lines that were drawn between traditional and digital advertising just a few years ago have blurred. Companies that once spent months and months and tens to hundreds of thousands of dollars   Read more...
January 7th, 2014
In the ever-evolving world of advertising, it's difficult to assert with much confidence what steps need to be taken in order to get a brand noticed. We are all constantly bombarded by logos, slogans, bright colors, loud noises, chatty acquaintances. However, it seems at times, when we stop and think for as long as our self-diagnosed ADHD will permit, that our money goes into services and products--into brands--simply because they are there. Because we need (want*) something to hit a nail into a wall so we can hang that piece of art, and Target has a "home improvement" section that sells hammers, and Target is a 5 minute drive from our couch, and we can only justify not using that can of tomato soup in the cupboard (also got that at Target) because putting nail-head shaped dents in the bottom will drastically diminish the resale value if we decide to start that low-sodium diet.
  The truth is, it is extremely difficult to get an anonymous   Read more...