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Advertising

Advertising needs to be emotionally absorbing. Otherwise, it’s irrelevant, stale and ineffective. The mind is geared to filter out stimuli, requiring emotion to achieve breakthrough. How big is the challenge of trying to secure the awareness – let alone the enduring emotional engagement – of consumers? Huge, of course. People are awash in information and glad to tune out what they don’t need, which is why it is increasingly difficult to create a successful ad.

Advertising

Brands Need A Creative Renaissance

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Brands Need A Creative Renaissance

Nearly infinite channels and touchpoints have created unlimited possibilities for brands to interact with their customers. With so much opportunity, it’s hard to imagine the effectiveness of advertising is in decline.

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Advertising

How To Think Like A Creative Director

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How To Think Like A Creative Director

Recently, I had the pleasure of speaking on this topic to a room full of retailers. No doubt there was more than a little curiosity, thanks to the larger than life exploits of our fictional colleague Don Draper on AMC’s “Mad Men,” or how about Mel Gibson’s mind-reading creative director in “What Women Want.”

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Advertising

Digital Advertising Requires Balanced Metrics

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Digital Advertising Requires Balanced Metrics

In the spring of 1902 the Hanoi governor was worried: a bubonic plague outbreak threatened to spiral out of control. The governor wanted to exterminate the city’s rats but he lacked the necessary staff. After puzzling over his conundrum he had a brainwave: a bounty for every rat’s tail handed in.

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Advertising

Keys To Improving Client-Agency Relationships

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Keys To Improving Brand-Agency Relationships

Great brands, like great art, aren’t created in a vacuum. They require a collaborative effort between people usually sitting across from each other, on opposite sides of the table: agencies and clients.

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Advertising

Brands Must Embrace Alternatives To Advertising

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Brands Should Embrace Alternatives To Advertising

Advertising seems to be much of the role of a marketer in this day and age because advertising helps connect with people. Or does it?

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