A "massive deficit" of brand building is dragging down the economy, according to Irwin Gotlieb, global chairman of GroupM.When the history books get written on the last 15 years, Irwin told me in a video interview for his induction into the Advertising Hall of Fame, "I think they will say that the lack of brand building, the lack of effort on long-term marketing, destroyed and damaged more brand value than anyone can add up."Every client, Irwin said, is suffering from what his boss, WPP's Martin Sorrell, coined as "short-termism." Every client has to make the next quarterly report. "When you become more focused on the short term than the long term, you need to narrow your marketing funnel because that's where long-term effect happens. You focus on short-term ROI, and brand building doesn't give you short-term return, it gives you long-term return." Continue reading at AdAge.com Continue reading at 'Advertising Age'
[ Advertising Age | 2017-07-31 00:00:00 UTC ]
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The North Face found itself in hot water this week when it hacked Wikipedia for its own marketing stunt. Violating Wikipedia’s paid advocacy guidelines, The North Face’s Brazilian office, working with Leo Burnett Tailor Made, switched images on Wikipedia pages of popular outdoor travel... Continue reading at Advertising Age
[ Advertising Age | 2019-05-31 19:53:32 UTC ]
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Facebook introduced ads for Stories last September and, while the social network and some of its advertisers are bullish on the option, the jury remains out among the ad community in general. Over 500 million people are using Stories on Facebook, Messenger, Instagram and WhatsApp (where the... Continue reading at AdWeek
[ AdWeek | 2019-05-31 19:45:16 UTC ]
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Crankstart officially takes over as the supporter of the Booker Prize on 1st June, ending 18 years of sponsorship by The Man Group. Continue reading at The Bookseller
[ The Bookseller | 2019-05-31 17:35:51 UTC ]
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Platform is also introducing more transparency for advertisers on how effectively their creative is being used. Continue reading at Media Week
[ Media Week | 2019-05-29 15:49:28 UTC ]
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Facebook, Instagram and Google are still the most powerful customer acquisition channels for online brands, but maturing means building a more diversified marketing mix. The post ‘Digital has its limitations’: DTC brands are testing direct mail appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2019-05-24 04:01:40 UTC ]
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Talking about family, identity, and the power of tears with Mitali Perkins and the Anti-Defamation League Continue reading at Publishers Weekly
[ Publishers Weekly | 2019-05-17 12:00:58 UTC ]
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Eyeing the success Facebook and Instagram have had in raking in ad revenue from direct-to-consumer brands, YouTube is plotting its own approach. The post YouTube is targeting direct-to-consumer brands with a ‘DTC council’ appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2019-05-17 04:01:28 UTC ]
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Last week was an interesting one for me. Not only because I attended two very different conferences in two cities, but because of the theme I saw play out between each conference and in the days following. First was The Social Shake-Up, a sister brand of Folio:’s for social media practitioners.... Continue reading at Folio Magazine
[ Folio Magazine | 2019-05-16 16:54:43 UTC ]
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Touted just under 12 months ago, the joint digital display-ad sales platform operated by four major news publishers is now up and running. So, what's the early prognosis? Continue reading at Media Week
[ Media Week | 2019-05-14 13:17:02 UTC ]
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Indie comics publishers Lion Forge and Oni Press will merge under the majority ownership of Polarity, a newly formed media entertainment entity launched by Lion Forge cofounder Dave Steward II in 2018. Continue reading at Publishers Weekly
[ Publishers Weekly | 2019-05-08 00:00:00 UTC ]
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This is Going to Hurt bounced back into the Weekly E-Book Ranking top spot, defeating Liane Moriarty’s Nine Perfect Strangers after its one-week stay at the summit. Continue reading at The Bookseller
[ The Bookseller | 2019-04-26 00:00:00 UTC ]
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Cornerstone has unveiled E L James’ The Mister with a colourful publicity campaign including a “Superfan Sleepover” and a pop-up branded piano in Sloane Square with a female pianist. Continue reading at The Bookseller
[ The Bookseller | 2019-04-17 00:00:00 UTC ]
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North London-based children’s bookshop Pickled Pepper Books is looking to franchise its brand, with owner Urmi Merchant saying he made the decision after a Waterstones branch opened in the area. Continue reading at The Bookseller
[ The Bookseller | 2019-04-16 00:00:00 UTC ]
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The overnight ratings for the CBS telecast of Tigers Woods’ stunning comeback victory at the 2019 Masters on Sunday were hurt by its early morning start time. Coverage of the final round at Augusta National Golf Club in Augusta, Ga., averaged a 7.7 rating in the 56 cities measured by Nielsen. The... Continue reading at Los Angeles Times
[ Los Angeles Times | 2019-04-15 00:00:00 UTC ]
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Gen Z can create personal brands faster and more effectively than any generation that’s come before them. If you represent a brand or agency, that should give you pause for thought. Gen Z will make up 40 percent of all consumers by 2020. As this generation of digital natives has been building... Continue reading at Advertising Age
[ Advertising Age | 2019-04-15 00:00:00 UTC ]
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Acorn Intelligence's co-founder Ross Caveille shares his top tips for working successfully with sponsored brands. Continue reading at The Bookseller
[ The Bookseller | 2019-04-13 00:00:00 UTC ]
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Influx Press have made their first deal with Penguin India, as the independent publisher aims to develop more links with the country. Continue reading at The Bookseller
[ The Bookseller | 2019-04-11 00:00:00 UTC ]
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BuzzFeed is one of few digital publishers to gain significant traction in brand licensing. The post The Rundown: Brand licensing shows promise for few publishers appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2019-04-11 00:00:00 UTC ]
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Alex Moyet, formerly senior marketing manager at Activision, has joined Penguin Random House (PRH) Children’s as brand director. Continue reading at The Bookseller
[ The Bookseller | 2019-04-10 00:00:00 UTC ]
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Using Libreka's positioning in the German-language markets, Rakuten OverDrive opens a new partnership, as Germany's Bookwire expands internationally and wins a Digital Publishing Award. The post Libreka and OverDrive in German-Language Partnership; Bookwire Builds Audiobook Service appeared... Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2019-04-08 00:00:00 UTC ]
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