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 ]
News tagged with:
#martin sorrell
#quarterly report
#short term
#long term
A group of children’s authors, including this year’s Carnegie winner Tanya Landman, is preparing a letter to the education secretary protesting against the way writing is taught in schools. Continue reading at The Bookseller
[ The Bookseller | 2015-06-25 00:00:00 UTC ]
More news stories like this |
Heinz is apologizing after a German man scanned a QR code on the back of one its ketchup bottles -- and it directed him to porn. The company blamed it on an expired domain and offered him a free bottle of ketchup. Heinz isn’t the first -- nor is it, we hope, the last -- brand or publisher to... Continue reading at Digiday
[ Digiday | 2015-06-19 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#qr code
Add AOL to the list of publishers that have gone from selling ads to making ads.AOL has created an internal division called Partner Studio that is charged with creating content for advertisers. Both the name and type of work may sound familiar. AOL-owned Huffington Post has its own in-house... Continue reading at Advertising Age
[ Advertising Age | 2015-06-16 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#increasing number
#vox media
#big reason
#34% increase
The reputation of an author writing a continuation novel in a well-established brand series is just as important as the brand itself, publicists have told The Bookseller. Novelist Sophie Hannah added that authors who are fans of the series they are writing in can channel the original author... Continue reading at The Bookseller
[ The Bookseller | 2015-06-16 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#monogram murders
#agatha christie
The buy side has grown fond of blaming publishers for bad viewability rates. But publishers only serve the ads that advertisers design, and those ads are often poor. Now some brands are working directly with publishers to find customs solutions. Last December Burberry teamed with Yahoo to create... Continue reading at Digiday
[ Digiday | 2015-06-11 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#working directly
#buy side
#private marketplaces
#premium inventory
#sponsor content
"Journalism is the new marketing degree" is the slightly sarcastic motto among New York Times staffers, many of them former journalists, who create articles and videos for brands. It appears the same could be said at The Atlantic, which just hired former Time magazine Managing Editor James... Continue reading at Advertising Age
[ Advertising Age | 2015-06-03 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#top editor
#managing editor
#sponsored post
Pinterest currently drives 7.1 percent of Web traffic, second only to Facebook (21.3 percent), and is miles ahead of other social sites. Investing now is a long-term play for growth. After all, the company has announced its long-awaited "buy" button today, and revealed that it will be launching... Continue reading at Digiday
[ Digiday | 2015-06-02 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#pinterest appeared
#web traffic
#social sites
#video distribution
Fauzia Burke and Kristen Frantz offered an hour of genial and common sense advice about using social media to build your brand online. Continue reading at Publishers Weekly
[ Publishers Weekly | 2015-05-30 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#fauzia burke
Best of Bridge cookbooks, founded 40 years ago by a group of women who played bridge together, is now one of Canada's most popular line of cookbooks, with four million copies sold. To keep the tradition going, the ladies are passing their aprons to three women who are also friends that love to cook. Continue reading at Publishers Weekly
[ Publishers Weekly | 2015-05-29 00:00:00 UTC ]
More news stories like this |
Charles Belfoure's writing career began when he wrote his thesis while studying for an M.A. in architecture at Columbia University. While he'd done a lot of drawing in his bid to become a professional architect, it was the first time, he says, that he actually wrote anything of any significant... Continue reading at Publishers Weekly
[ Publishers Weekly | 2015-05-29 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#columbia university
In The Art of War, Sun Tzu tells us, “In the midst of chaos, there is also opportunity.” Approaching the publishing market in China, it can be hard to distinguish the opportunities from the chaos. Continue reading at Publishers Weekly
[ Publishers Weekly | 2015-05-28 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#publishing market
Representatives from seven publishers were greeted on Thursday by a room packed with librarians eager to hear the big books of 2015. The session was the first of two AAP Librarian Book Buzz panels. Continue reading at Publishers Weekly
[ Publishers Weekly | 2015-05-28 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#room packed
#librarians eager
#big books
Earlier this month Google announced that video ads running on YouTube have a chance to be seen 91% of the time. That's great, and a lot better than the 46% of video ads that Google runs outside of YouTube that never have a chance to be seen. But advertisers would like to be able to check... Continue reading at Advertising Age
[ Advertising Age | 2015-05-26 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#check google
#ad viewability
#chief concern
#buying online
Venerable digital publishing platform Vook is no longer, but has been re-imagined and rebranded as Pronoun — a company that will offer 100% royalties. The post Pronoun: Re-branded Vook Promises Authors 100% Royalties appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2015-05-21 00:00:00 UTC ]
More news stories like this |
In the latest land grab for consumers’ time on platforms, Kik is stepping up efforts to court brands and media companies. The messaging app popular with millennials hired ad vet Josh Jacobs to head a new division, Kik Services, with an eye to adding games and commerce services and expand... Continue reading at Digiday
[ Digiday | 2015-05-19 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#kik services
#media companies
Atlantic has signed a book on the economy from former business secretary Vince Cable, who left Parliament earlier this month after being voted out in the general election. Cable served as a Liberal Democrat MP for Twickenham for nearly 20 years, and for the past five years has been business... Continue reading at The Bookseller
[ The Bookseller | 2015-05-19 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#general election
#coalition government
While the Daily Mail relies largely on licensed video to drive views, Elite Daily is investing heavily in original video. The Daily Mail-owned millennial publisher doubled its video team from 8 to 16 last month, though it already has substantial scale, attracting 9.9 million monthly views on... Continue reading at Digiday
[ Digiday | 2015-05-11 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#investing heavily
#original video
#video team
#social distribution
Publisher of Marie Claire and NME expecting premium price for HQ near Tate Modern and planning to remain a tenant following saleThe publisher of Marie Claire and NME has put its London headquarters, the Blue Fin building near Tate Modern, up for sale with a price tag of more than £400m.Time Inc... Continue reading at The Guardian
[ The Guardian | 2015-05-08 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#marie claire
#tate modern
#london headquarters
#price tag
Two-thirds of the content that people post to Pinterest are originally from businesses, like product images from a retailer's site. But it hasn't been that easy for brands themselves to post that content, let alone pay to promote those organic posts as ads on Pinterest. Pinterest is now trying... Continue reading at Advertising Age
[ Advertising Age | 2015-04-27 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#phone calls
#social networks
#social accounts
Google is testing a new advertising product seen as the last piece it needs to complete its ad tech superstructure. The search giant is building a data management platform to help target ads and connect brands with people online more effectively, according to sources familiar with the plans. ... Continue reading at AdWeek
[ AdWeek | 2015-04-23 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#magnifying glass