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IN PRAISE OF AN ADVERTISING MUSIC MAN

By: Randall Rothenberg on June 10, 2002

Commentary by Randall Rothenberg Original music has commanded less of a premium in advertising recently. Young creatives increasingly prefer to use existing music as they...

Chasing Marketing's Holy Grail Into Cyberspace

By: Randall Rothenberg on May 07, 2006

Marketers long have been on their own unconsummated quest, and their holy grail is integrated marketing: The two phrases together garner almost 10,000 Google references. Why (so goes the wish) can't we plan and join all marketing communications in a seamlessly woven campaign that can deliver to all-important segments messages relevant just to them, over the medium most likely to reach and influence them?