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The Hidden Lesson In Big Beer’s Post-Super Bowl Antics (Hint: It’s Not About Fast Marketing)

Brigitte Majewski February 8, 2019
What everyone will remember most about “Super Bore LIII” is not the game or the ads but the post-game tit for tat between Big Beer brands Anheuser-Busch InBev (ABI) and MillerCoors (MC).   In Case The Game’s Dullness Induced You Into A Media-Blocking Stupor . . . Here’s what happened: ABI aired three Super Bowl […]
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Gillette’s Latest “We Believe” Response Earns A C- Grade

Jim Nail January 24, 2019
After I lambasted Gillette for its initial response to the blowback to the “We Believe” campaign, it’s only fair that I acknowledge that the firm has continued to engage with the controversy. Damon Jones, P&G’s VP of global communications and advocacy, spoke to Forbes journalist Michelle King in an interview published on January 20. While […]
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Gillette’s Path Forward With “We Believe”: Own The Controversy

Jim Nail January 18, 2019
In Part 1 of this post, I criticized Gillette for its statement, “We weren’t trying to court controversy. We were just trying to upgrade the selling line that we’ve held for 30 years,” as lacking conviction in the values it claimed that the campaign represented. My first piece of advice was: If you aren’t authentic […]
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Gillette’s Close Shave: Its Latest Ad Is A Masterful Emotional Play Let Down By Its Execution

Anjali Lai January 17, 2019
Brands are jumping into the messy arena of polarizing issues with greater fervor — and Gillette just raised the stakes. After 30 years of sitting on the sidelines, Gillette is passing its razor like a baton, with an overture that overtly calls masculinity into question. Within 72 hours of launch, Gillette’s “We Believe” TV spot skyrocketed […]
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Hulu Signals An Inflection Point For OTT

Jim Nail January 14, 2019
You’ve likely read the facts: Hulu announced that it has 25 million subscribers and collected $1.5 billion in advertising revenue in 2018. (For more information and analysis, check out this report.) The eye-catching comparison is that Hulu now has more subscribers than any traditional pay TV provider, such as Comcast with just under 21 million […]
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You’ve Still Got Mail

Brandon Verblow January 2, 2019
It has been more than two decades since AOL popularized email with the catchy “You’ve got mail” greeting. So ubiquitous was it in its heyday that it was the title of a rom-com starring Tom Hanks and Meg Ryan. Since then, however, the way that people use the internet to communicate has evolved significantly. AOL […]
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Video Drives Online Display Advertising Spending, But With Some Limitations

Meenakshi Tiwari December 13, 2018
Online video offers marketers and media firms an immersive and interactive form of communication with targeted user groups. Google is constantly refining its content acquisition and delivery tools to grow its YouTube revenue. Three Chinese digital giants — Baidu, Alibaba, and Tencent (BAT) — are investing aggressively on their online video platforms, namely Baidu’s iQiyi, […]
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The TV Industry Is Stumbling Toward Customer Centricity

Joanna O'Connell December 5, 2018
I’ve just returned from a few days in the sun, having once again participated in Beet.TV’s annual Beet Retreat. (Wonderfully, we returned to Puerto Rico this year.*) The theme was “It’s Consumer-First in TV Land,” which I really hoped the conference would pay off on. Why? Well, we know that consumer attitudes about advertising are […]
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This Is A Story All About . . . Stories: One Takeaway From The #DMWF

Brandon Verblow November 8, 2018
Like the opening sequence of The Fresh Prince of Bel-Air, the social media landscape is getting “flipped-turned upside down” by the ascendance of stories. Well, that may be a bit dramatic, but they are certainly starting to make waves. Stories are growing in popularity as a mode of sharing and consuming content on social media. […]
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Predictions 2019: Media — What’s On Tap?

Mary Pilecki November 7, 2018
Media Acquisition Growth Explodes By any standard, 2018 will be remembered as a blockbuster year for media. On June 14, 2018, AT&T completed its acquisition of Time Warner for $85.4 billion, despite an appeal by the Department of Justice. A week later, Disney won the battle against Comcast to acquire 21st Century Fox for $71.3 billion. These […]
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Creative Adtech: The Most Important Category You’ve Never Heard Of (Plus, A Forrester Wave™)

Joanna O'Connell November 5, 2018
For the past 30-plus years, and for a host of reasons, the age-old connection between creative and media has been severed. In the programmatic era, the focus has been dominantly on media, as though creative didn’t contribute to enticing consumer attention and engagement and driving media performance. The results have been dismal: The digital advertising […]
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GDPR And Google Q3 2018 Results: Are We Out Of The Woods Yet?

Brandon Verblow October 26, 2018
As I listened to Google’s Q3 2018 earnings conference call, the Taylor Swift song “Out Of The Woods” kept playing in my head. (This is the part where I pretend I tried to fight it. But let’s be honest, I didn’t mind.) As with the relationship in the song, I wondered if we were indeed […]
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Fighting GAFA Boo-Hoos

Oliwia Berdak October 24, 2018
In the spirit of Halloween, I’m going to write about the bogeyman of almost every industry out there: GAFA. In the last few years, I have answered many versions of the same question: what will Google (insert Apple/Facebook/Amazon) do to us (insert financial services/healthcare/retail/media)? This fear is grounded in some reality. All four firms are […]
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Nike Scores A Customer-Values Touchdown

James L. McQuivey September 21, 2018
Unless you were on the Appalachian Trail for a few weeks, you know what I’m talking about. I’ll start with this paragraph from our newly published analysis of Nike’s “Just Do It” campaign featuring Colin Kaepernick, called “Nike Makes No Sacrifices“: Judging Nike’s decision is difficult because there’s so much conflicting evidence. In concept, values-based appeals […]
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Four Things You Must Do Right Now To Rock Your 2018 Holiday

Fiona Swerdlow September 17, 2018
Over $1 trillion (no typo) — that’s how big 2017 holiday topline sales were in the US and Europe combined. As for online sales specifically last year, Forrester projected $129 billion in the US and €54 billion in Europe. As a retailer with substantial revenue at stake, you’ve made your merchandise buys, allocated your marketing dollars, and feverishly analyzed […]
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The Algorithm Of You

Fatemeh Khatibloo September 14, 2018
Algorithm. It’s a buzzword you hear frequently these days. But does the average consumer understand the impact algorithms have on her life? Absolutely not. Consumers enjoy the illusion of unlimited choice in products, services, and content, but there’s almost always an algorithm behind the curtain, constantly refining and defining what’s presented to her. Like it or not, […]
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Can Agencies Change Their Business Model Fast Enough?

Jay Pattisall August 15, 2018
Agencies Are No Longer The Exclusive Marketing And Business Partner For CMOs CMOs bring agency work in-house and aggressively manage agency fees. Global consultancies like Accenture and Deloitte target CMOs and new business and technology stakeholders with experience agency services. The agency business model is under financial attack. P&G reported saving $1 billion in agency […]
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The Video Universe Is Expanding, And Video Market Players Must Adapt

Brandon Verblow August 9, 2018
In season four of Netflix’s BoJack Horseman, an animated series about the struggles of a former 90s-era sitcom star of the same name, BoJack’s agent Princess Carolyn is pitching a new series starring BoJack. The pitch is to executives at the fictitious WhatTimeIsItRightNow.com, an online source for local times around the world.[i] The website has […]
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Facebook's Latest Earnings Report Should Not Alter Marketers' View Of Social Ad Spending

Brandon Verblow August 1, 2018
Facebook’s Q2 2018 earnings call was not well received by investors as evidenced by the stock’s 19 percent price drop equating to the largest-ever loss in market value in one day for a US traded company. But if you’re a marketer looking to forecast your spending on social advertising over the next several years, Facebook’s latest […]
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Facebook’s Latest Earnings Report Should Not Alter Marketers’ View Of Social Ad Spending

Brandon Verblow August 1, 2018
Facebook’s Q2 2018 earnings call was not well-received by investors as evidenced by the stock’s 19 percent price drop equating to the largest-ever loss in market value in one day for a U.S. traded company. But if you’re a marketer looking to forecast your spending on social advertising over the next several years, Facebook’s latest earnings […]
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