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Massive Consolidation by Dentsu, Another Glaring Sign of Things to Come

The sky isn't falling, but brand value in the ad agency sector is plummeting fast. Here's the latest news on this front from Japan. Dentsu will be restructuring its operations into four operating pillars after deciding to consolidate its brand agencies into six global brands. The new plans will come into effect in February 2021. Announcing the move, Toshihiro Yamamoto, president and chief executive officer at …

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Do What’s Necessary? Or Do What’s Easy? Strategists Know the Difference

This new article in our Emerging Voices Series is made possible by the generous support of Adpulp's patrons on Patreon. Please join us and help pay writers.   Life is a series of forks in the road. The same is absolutely true of a career in strategic communications. Somewhere early in your career, you’ll go from delivering for, to partnering with clients. It becomes your responsibility to use your …

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Chipotle Sends Its Workers Back To School (Tuition-Free)

In the ad agency business, we know that all the company's assets walk out of "the building" at the end of the workday. It's another way of saying that ad agencies don't have hard assets—that all the value is in the team. What about other fields like the restaurant industry...do restaurant owners and operators see their workers as critical to the enterprise, or as expendable cogs in the machine? For Chipotle …

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Vital Farms Takes “Cage-Free” Out of Its Cage

Advertising that reveals brand truth is advertising that's worth making, viewing, and sharing. Vital Farms—the largest supplier of pasture-raised eggs in the country—understands this, and is wisely using their brand truth to establish a competitive advantage. Let's look at some of the ads the company has made over the past few years. https://youtu.be/k3fgYoJf08M Austin's creative powerhouse, Preacher, worked …

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Bee-Two-Bee Is In Need of Some New Buzzy Buzz

With industry conferences and live events now off the table because of COVID-19, business-to-business marketers are busy looking for new avenues and new methods to help them connect to prospects and current customers. According to Carla Piñeyro Sublett, the chief marketing officer of NI (formerly known as National Instruments), spells it out in a lengthy piece in The Drum: If we continue to run the same plays in …

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Make the Logo Better!

In the beginning, there was pulp. We took this excess fiber from the communications industry and made it into something. This is what our logo looked like in 2004 when the site launched and for many years thereafter. Thank you, Shawn Hartley. In 2017, I hired a designer in Portland who had recently graduated from the University of Michigan to make a new logo for the site. I wanted a different look and …

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It’s Always Story Time, Now and Forever

What's your story? Whatever it is, Netflix wants to connect you and your story to one of its stories, and the 21st-century studio has so many stories to play. Here's a commercial all about it. https://youtu.be/IqkVUfYMZWM While the commercial isn't much of a story, When ScarJo speaks, people do listen. In her gravel voice, she posits that "maybe you don't know what it's like to be the most powerful person …

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Football Is Back (To the Delight and Disgust of Millions of Americans)

"Football is a microcosm of America." LaDainian Tomlinson said so, and he's right. This ultra-American game is violent by design. One team acquires the territory of another. Like the land on which the game is played, football's territory is highly contested, and this constant striving and insecurity is a mirror into the American soul. So no, it's not just a game. Pride and identity are all tightly wrapped up in …

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Your Brand Is A Cocktail, Serve It Wisely

This new article by Toby Donaldson in Adpulp's Emerging Voices series is made possible by the generous support of Looney Advertising in Montclair, NJ. Brand is coming back into vogue. Skepticism of Martech-led short-termism is reaching CMOs and CEOs, so much so that the Gartner CMO survey ranks brand strategy as the most vital marketing capability in 2020, overtaking analytics. Marketing leaders appear to be …

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Project Pandora’s Box: Apple’s Cheeky Take on Working From Home

Do you know this woman? Maybe you are this woman. Maybe you work with her. Maybe you live with her. I wonder aloud because I find the portrayal of her work style and her work ethic striking. She is all in, of that, there can be no doubt. https://youtu.be/6_pru8U2RmM When the unreasonable boss-lady chirps her unreasonable requests, the young worker, Bridget, is not daunted. Oh no. Bridget cheers on …

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