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Why We’ll Watch Oprah, But Not Follow OprahPosted on April 21, 2009
With much ado, media goddess and Midas of daytime TV, Oprah Winfrey, tweeted her first tweet during a live episode of her show last Friday. As a result, the micro-blogging service experienced a surge in new Twitter accounts as people joined to follow her. But how did the publicity stunt go over with the millions of people already there? Read the full post »Posted Under
Insights
What I Know About Twitter…So FarPosted on March 27, 2009
I opened a Twitter account at Webby Connect, an annual gathering of Internet minds, where we were encouraged to tweet during presentations. Up to then, I'd avoided Twitter, seeing it as a waste of time. But in the spirit of the day, I joined in and was on my way. Or so I thought. Read the full post »Posted Under
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Unified TheoriesPosted on September 21, 2008
Creating the optimal marketing campaign for a brand is a complex process. While most people think of marketing as an art, the process of developing a great campaign is actually a lot like science. With input variables coming from the client, consumer research, the media buyer, the agency team, and even the legal department, identification of a single unifying campaign theme can be extremely challenging.It happens that there is another occupation that attempts a similar task. A physicist... Read the full post »
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Branded Content
When Branded Content Turns a ProfitPosted on July 15, 2008
We believe that all brands have a unique opportunity to position themselves as experts through the use of branded content. It plays an important role in creating a brand engagement and, if done right, a brand immersion. But don’t overlook the opportunities to leverage the investment into a profit center. Read the full post »Posted Under
Insights
When the Handcuffs Come OffPosted on October 31, 2007
We've been watching the unfolding of Geico's ad campaign since the launch of the caveman ads. Certainly the ABC television show is a shining example of branded content, but what we find interesting is Geico's break from a traditional integrated marketing approach. Read the full post »Thought Categories
things we care about
- It's human nature to want to help someone in need. But does giving your spare change to a panhandler on the street really help? Experts say no. There are much better ways to help.
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