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Agency searches focus on social, mobile and integration

By: Kate Maddox on September 16, 2013

Marketers that have recently conducted agency searches said they are looking for more specialized services in social media, SEO and content marketing, as well as partners that can provide strategy and support for internal marketing departments.

'Journal' debuts brand campaign

By: Kate Maddox on February 12, 2007

Dow Jones flagship aims to attract younger audience, more women readers In an effort to broaden its reach to women and younger audiences, The Wall Street Journal this month unveiled its first brand campaign in 10 years.

The End of Command & Control Branding

By: Kate Maddox on May 16, 2008

Buzz marketing expert Paul Dunay of Bearing Point says there’s a lot of discussion these day about how the explosion of new mediaâ€"such as RSS feeds, blogs, podcasts, video, communities and micro-bloggingâ€"is eroding the traditional command-and-control branding that has become standard for marketers.

'BtoB's' Leading Edge: IBM's Preschern on art, science of marketing

By: Kate Maddox on June 24, 2011

New York—Matt Preschern, VP-demand programs for North America at IBM Corp., said in a world where the customer is increasingly in control, marketers need to bring more science to the art of marketing, during the closing keynote address at BtoB' s daylong virtual trade show Leading Edge: Demand Generation in the Digital Age.