There’s an old saying in screenwriting: If you want to reveal the truth of a character, dial up the pressure and force him or her to make a choice. Well, it seems a choice is being forced upon our industry, and I think it’s a great thing. A recent Forrester report, “The Cost of Creativity,” suggested—or rather, lamented—that “The value of agency creativity is at risk of disappearing.” It doesn’t take a brain surgeon to figure out how we got here. Margins tighten, media fragments, agencies diversify their offerings in order to “stay relevant” and grab new revenue opportunities. Play it out and it’s easy to see the cost: an industry plagued by short-termism, seeking guarantees that aren’t there from data and analytics, and searching for answers in old debates like big agency-vs-small and AOR-vs-not. Perhaps most importantly: A creative discipline that has forgotten its only truly effective product offering. If it sounds like the sort of rhetoric that we typically dish out to clients, it is. So, what happened? If it’s any consolation, where we are today is largely of our own doing. Like most change, it didn’t occur in one sweeping, easy-to-detect moment, but in lots of small incremental steps, including: —Defining the quality and bigness of an idea by the variety of media placements in which it appeared. —Putting the priorities of the media platforms on which our our brands live before those of our own brands. —Taking way too long to realize that digital media... Continue reading at 'Advertising Age'
[ Advertising Age | 2019-09-26 07:00:00 UTC ]
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For the past two years, Hearst has been quietly developing its own hit predictor. Called Buzzing@Hearst, the analytics-driven platform analyzes thousands of articles across Hearst's vast array of properties, from newspapers and magazines to local TV stations, to determine which articles are... Continue reading at AdWeek
[ AdWeek | 2016-06-22 00:00:00 UTC ]
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Independent publisher Accent Press is to open Octavo’s, a new bookshop, café and wine bar in the heart of Cardiff Bay’s creative quarter. Continue reading at The Bookseller
[ The Bookseller | 2016-05-31 00:00:00 UTC ]
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The Interactive Advertising Bureau planned to release a new tool Monday that allows ad designers, developers and ad operations teams to verify that their HTML5 ad units meet the current bureau's guidelines.The tool, which works for mobile and desktop, analyzes elements such as file weights,... Continue reading at Advertising Age
[ Advertising Age | 2016-04-11 00:00:00 UTC ]
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So, digital advertising networks are back in the news, to borrow a common joke template used by late-night comedians.In March, Distractify, one of hundreds of publishers who belong to the Vice Digital Network, was singled out in a Variety story for contributing to a drop in traffic for Vice... Continue reading at Advertising Age
[ Advertising Age | 2016-04-08 00:00:00 UTC ]
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A raft of changes announced in the budget today could ease the heavy burden of business rates shouldered by independent and chain bookshops. Continue reading at The Bookseller
[ The Bookseller | 2016-03-17 00:00:00 UTC ]
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Penguin Random House has launched a "Creative Responsibility Manifesto", which includes a formal programme to improve diversity, in a bid to become a “force for good in society above and beyond” the books it produces. Continue reading at The Bookseller
[ The Bookseller | 2016-02-25 00:00:00 UTC ]
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Sourcepoint, a New York-based content compensation platform for publishers, recently released new data on the effects of ad blockers on its clients' sites. "As the threat of ad blocking is becoming more prevalent, publishers are working hard to identify sustainable ways of being compensated for... Continue reading at AdWeek
[ AdWeek | 2016-01-19 00:00:00 UTC ]
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"There is a neat parallel between the best way to design a systems landscape, and the best way to design a network of people." All ears? Me, too. Continue reading at The Bookseller
[ The Bookseller | 2016-01-14 00:00:00 UTC ]
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In a fascinating talk, Ken Burns, Terry Tempest Williams, and Mark Kurlansky delved deep into the creative process. Continue reading at Publishers Weekly
[ Publishers Weekly | 2016-01-09 00:00:00 UTC ]
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WH Allen has acquired Terence, the "definitive" illustrated biography of design "visionary" Terence Conran. Continue reading at The Bookseller
[ The Bookseller | 2016-01-08 00:00:00 UTC ]
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The board of Scottish arts development body Creative Scotland has said it will not pass on the 3.6% funding cut planned by Scottish government for 2016/17 to its regularly funded organisations. Continue reading at The Bookseller
[ The Bookseller | 2015-12-24 00:00:00 UTC ]
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The Scottish government's draft budget has revealed that Creative Scotland's funding will be reduced by 3.6% to £32.2m in the financial year 2016/17. Continue reading at The Bookseller
[ The Bookseller | 2015-12-19 00:00:00 UTC ]
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Maria Vassilopoulos interviews Creative Access its work to make publishing more diverse. Continue reading at The Bookseller
[ The Bookseller | 2015-11-07 00:00:00 UTC ]
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Creative Access will “continue to operate as usual” after its current method of funding runs out next June, its c.e.o has said. Continue reading at The Bookseller
[ The Bookseller | 2015-10-27 00:00:00 UTC ]
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Underground publisher says it is risking regulations to translate Svetlana Alexievich’s novels into her home languageBefore a group of Belarusian artists and intellectuals chose it as their headquarters, Minsk drinkers would line up outside the run-down building for cheap vodka on tap. These... Continue reading at The Guardian
[ The Guardian | 2015-10-19 00:00:00 UTC ]
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After its Guest of Honor appearance at the 2014 Frankfurt Book Fair, publishers in Finland saw more global interest in their books, especially from China. The post Finland, One Year After Frankfurt, Continues to See Benefits appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2015-10-13 00:00:00 UTC ]
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Describe your role. I’m the course leader of the National Film & Television School’s Creative Business for Entrepreneurs & Executives course. It’s a one-year course that gives participants all the tools to design and build the media businesses—or new in-house ventures—of the future. We... Continue reading at The Bookseller
[ The Bookseller | 2015-10-10 00:00:00 UTC ]
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High streets will be revitalised once local councils are allowed to keep the £26bn raised from business rates, the Chancellor George Osborne has said. Continue reading at The Bookseller
[ The Bookseller | 2015-10-06 00:00:00 UTC ]
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Believe it or not, 100 variations of the same ad is not enough for some digital marketers anymore. That's one of the reasons the stars appear to be aligning for tech vendors that have been developing systems for what they call creative programmatic advertising. Creative and programmatic once... Continue reading at AdWeek
[ AdWeek | 2015-09-30 00:00:00 UTC ]
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Publishers are using new methods to give advertisers a better picture of ROI. The post Getting Creative With Accountability appeared first on Folio:. Continue reading at Folio Magazine
[ Folio Magazine | 2015-09-17 00:00:00 UTC ]
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