Advertising News and Know-How
Brand Marketing in the digital age has been an awkward paradox: you must win the trust and preference of consumers but activate behind a curtain of third-party cookies. To make matters worse, accountability has become lopsided. Brand teams are accountable for preference, consideration, trial, household penetration, customer loyalty, and sales lift (to name a few). Meanwhile, the media publishers financed by those …
Continue Reading about Retail Media Is the New Standard for Ad-Supported Media →
There are several hills I’m willing to die on, and one of those hills is that people that who work in the creative industries and enjoy their job are better at it. I have no data to prove this, I have no graph or chart or diagram. I just believe it, but I’m not the only one. More recently, the argument for (work + fun = good work) seems to have found its place in the collaboration between our very own ‘Van …
Continue Reading about Today’s Masters of the ‘New School’ Are Rewriting the Rules →
There’s a classic trade ad for McGraw-Hill Magazines in which a stern-looking guy in a desk chair says, “I don’t know who you are. I don’t know your company…Now-what was it you wanted to sell me?” (There’s more copy, but you can see it for yourself.) Decades later, we live in a world of self-professed thought leaders and a PR firm that proclaims itself the arbiter of “trust” in its annual surveys, leaving the rest of …
Continue Reading about AdPulp Book Review: Trustworthy Gives Brands A Roadmap To Walk The Talk →
My mom is a big Ancestry.com fan. She's been using the service for several years to research our family. She has learned a lot in the process. We now know that our Jewish ancestors fled imperial Russia during the first decade of the 20th century due to czarist persecution. My mom also recently discovered new records about her long-lost grandfather (my great grandfather). He owned an auto repair business in …
Continue Reading about Ancestry.com Reveals and Then Connects You To Your Heritage →
Do you ever notice that curious thing that happens when you really think about a word? You may sit there thinking what a strange collection of sounds and noises to mean something so specific, so nuanced. There's so much meaning from seemingly so little. Isn't language fascinating? How do we make complex associations from what are effectively refined grunts? Maybe our brains are magical. Then poof. The meaning …
Here's a new commercial from Kia that relies on hyperbole. You could say that hyperbole comes with the territory. That it's expected, especially in automotive advertising. Yet, hyperbole does nothing to help build brand value. Because it's a lie. The truth is we've been telling stories since campfires were invented. https://youtu.be/VQW4kEh44Xs I had a highly annoying boss once. Thankfully, he said one …
Continue Reading about The World’s First Storytelling Machine? No, It’s Just A Car. →
NASCAR is back, if not back to normal. A rain-delayed Daytona 500 was held on Sunday with 30,000 fans in attendance. Going into the 2021 NASCAR Cup Series season, one driver's story keeps rising to the top. Bubba Wallace, the 27-year-old driver behind the wheel of a new No. 23 car that is owned by fellow Cup driver Denny Hamlin and NBA legend Michael Jordan. https://youtu.be/wI_QIPRkBBs Jordan called …
Continue Reading about Bubba Wallace Is Chasing Checkered Flags In An All New No. 23 Car →
Kids see the world differently. Kids are naturally optimistic. Right now, adults could use some child-like enthusiasm, and KiwiCo's new commercial delivers it. https://youtu.be/Fajxyic4750 When a child actor is asked to speak to adult themes, the outcomes are typically terrible. Not this time. The young girl at the center of this spot makes the spot work. She's also a rocket launcher. Expand Horizons via …
Continue Reading about Smart Kids Can See (and Smooth) That Wrinkle In Your Brow →
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