Strategy without tactics is the slowest route to victory, and tactics without strategy is the noise before defeat. In today's increasingly complex environment, marketers are inundated with a great deal of hype and are often prone to action over formulating a clear direction for their brand. Many marketers are investing in “experimentation” without thinking through how initiatives big and small link back to a holistic strategy for brand differentiation. “Beyond the Brief” is about providing perspectives on the big questions marketers are wrestling with and how a more holistic view leads to better investments and faster competitive response over the long-term.
Our VP of Strategy, Anna Banks, chats with Adweek about the social tween. By Sharon M. Goldman Like generations before them, growing girls are still “freaked out” by their changing bodies. What…
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Media Life Magazine sat down with Steve Kerho, SVP of Strategy, Media & Analytics about the future of the digital newfront. The original interview was published here. By Diego Vasquez Last month…
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We’ve seen endless articles about how to market to Millennials. But how about the younger cohort right behind them, Gen C, the “connected generation”? This is the group (those born after…
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Social media is fundamentally different from other marketing channels. Everyone recognizes that it is a conversation, a dialogue with current and future customers. Perhaps what is less recognized…
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Often I think we underestimate the caliber of the work we do here. I went to SXSW thoroughly expecting to be blown away, (like I was when I last attended three years ago). Instead, most the…
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Even as a first-time attendee, it was quickly obvious that what you hear and observe off the stage at SXSW tends to be lot more interesting than what is on it. But then, this is not your average…
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By Anna Banks Thursday, Jan. 19, 2012 Enabled by the multi-faceted capabilities of the tablet, mobile is poised to revolutionize the classroom in the near term. But with its new skill sets and…
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Our new Executive Director of Mobile , Rachel Pasqua was interviewed this week by Chantal Tode of Mobile Marketer. See article below: By Chantal Tode January 19, 2012 Without a strong mobile…
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CRM as a term has been hijacked to infer that mass contact via mail was about building relationships, rather than just seeking a sub-1% response rate for upsell and cross-sell. For reasons of…
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Given the proliferation of online video, it’s a safe bet your target consumers are on YouTube, and that your brand is there already in some form. But too many brand channels are half-baked or…
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Kids’ Online…
Commented 8-2-2012
[...] While it’s obvious that money is behind advertisers’ interest in…
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