June 14, 2010
In honor of the World Expo's recent official opening in Shanghai, P.T. Black, a partner at Jigsaw International, offers five things to get you excited about the Expo.
June 14, 2010
You may have heard of otaku. The old stereotype was an obsessive male manga fan who is a bit of a shut-in. For those under 30 it now means having real street credentials. A recent McCann Pulse survey found that more than two-thirds of young adults want to be seen as otaku.
June 10, 2010
LAS VEGAS (AdAge.com) -- The licensing industry must wrestle with the issue of measuring results of licensing, how to license "experience," how to get more celebrities interested in licensing and how to be more transparent about its production and sourcing of licensed products.
June 10, 2010
When our account director Rachel came to us with the suggestion that we enter GoDaddy's commercial contest, we decided it would be a worthwhile experiment for our agency to enter. Now that it's over, here are our three biggest takeaways.
June 09, 2010
LAS VEGAS (AdAge.com) -- Media and entertainment brands have always been among the biggest and most sophisticated licensors at the Licensing International Expo. To name just a few examples, Fox is promoting its hit "Glee," among others, while FremantleMedia is aggressively pushing "American Idol" and "The X-Factor." But perhaps more interesting is that many media properties have started to license their own brands in addition to their programs and franchises.
June 08, 2010
LAS VEGAS (AdAge.com) -- Call it the "Transformers Effect," but at this year's Licensing International Expo, there are a whole slew of new entertainment properties based on existing consumer products. The idea here is that if a licensor builds a media property around a product that consumers already like to buy, then it is more likely that consumers will not only go and see the movie or watch the TV show, but they will also buy more merchandise.
May 11, 2010
Why an honest approach will prove more effective -- and certainly viewed as more honorable by clients -- than baiting and switching.
May 10, 2010
April 19 saw the passing of perhaps the only non-east Indian who could rightfully call himself a guru with a straight face. Keith Elam's death also got me thinking about all the other so-called gurus out here.
May 10, 2010
A brand's style guide is more important than ever, and it is in dire need of innovation in order to humanize a brand voice, something that people can truly connect to online and offline. We need to revisit our core and modernize our story, how we present it and how we intend to be perceived, setting the tone for engagement and resulting activity.
May 07, 2010
GM has a strong opportunity to demonstrate genuine progress with its decision to hire Joel Ewanick. The announcement this week that it had snagged Mr. Ewanick to serve as its U.S. marketing head some six weeks into his new post at Nissan sent shock waves through the industry.
April 26, 2010
When it comes to the ad industry, the basics of supply and demand seem to be permanently suspended. There are too many agencies chasing too few dollars.
April 12, 2010
Companies that are not extremely cautious and diligent in their use of sweepstakes for marketing purposes may find themselves in hot water with the Federal Trade Commission.
March 29, 2010
As Ad Age celebrates 80 years, I'm reminded of a question people often asked at the end of 2007 when I became publisher and Ad Age was just a spry 77: What did I want to accomplish in the next five years?
March 22, 2010
A news operation has to do more than mass-produce content; it must create intelligence, says Bob Tipee, editor of Oil & Gas Journal.
March 22, 2010
Rather than continue to beat a drumbeat of saving, sacrifice and survival, marketers must tap into the newfound self-reliance and positivity today's post-recession consumer is expressing.
March 15, 2010
In an ever-increasing digital and fragmented world, marketers are craving ways to form a deeper connection with their consumer. Maybe it's time to give the USPS another look and rethink direct marketing in the physical form, writes Ad Age Publisher Allison Arden.
March 04, 2010
When the economy takes a nosedive, marketers get nervous. And when sales follow suit, clients stop approving creative ideas and start staring at numbers.
March 02, 2010
With the upcoming (and much anticipated) Tom Brokaw special, "Tom Brokaw Reports: Boomer$," it seems like everyone is trying to jump on this particular wagon. Advertising Age published a fun piece by Judann Pollack called "The 15 Biggest Baby Boomer Brands" in which Pollack attempts to lay out the iconic products and their ad campaigns of her generation. This is precisely why marketing to boomers is in such a state of disarray. Folks are trying to take 20 pounds and shove it into a five-pound bag.
March 01, 2010
There are a number of parallels between Olympic figure skating and preparation for a big client meeting or presentation
February 23, 2010
To say the world of advertising is in flux is a colossal understatement. Call this new reality what you will -- a sea change, a paradigm shift -- it's leaving marketers and agencies alike scratching their heads about the future ad landscape. What will agencies look like a few years from now? Here's where I'm placing my bets.