Thought Leadership Series
“Social TV” Is Redundant
Television has always been a social medium — and even in the era of Facebook and Twitter, TV is still the best at bringing communities together. While online is where people go to find, TV is where people experience.
Big Screen, Small Screen
Today, a growing number of Americans watch TV accompanied by a smartphone, laptop, or tablet. Networks and advertisers have figured out ways to leverage this trend to their benefit, by creating online and mobile experiences that augment both programming and advertising.
Psst...Pass It On
In a new media world that straddles reality and virtuality, mass media content that is accessible to many and used in social exchanges both online and off provides the Cultural Currency needed to attract, maintain, and grow our relationships with others.
Activating a "Big Data" Strategy
Learn how a data management plan (DMP) roadmap can help marketers leverage resources to make business decisions that generate lasting results. This new solution stands to fundamentally reshape the way marketers collect, process, and deploy information for tangible customer engagement.
Aligning for the Future
The “New Four Ps” (process, people, platforms, and partners) will bring brands into the next generation of marketing success. With these as a framework, an actionable strategy becomes more straightforward.
The New Digital Mindset
Forward-thinking CMOs are putting digital front and center. They know that using interactive media simply to shout messages at an audience as if they were staring at a TV or billboard is to miss the point of the channel entirely.
Know Your Audience
Direct marketers are tapping the power of multicultural consumers. But in creating multicultural direct mail, marketers are always faced with the question: In which language do we print our pieces?
Marketing to Asian-Americans
Asian-Americans are one of the most prosperous and fastest-growing groups in the U.S. Here’s how — and why — more marketers should consider using mail to reach them.
The Color of Change
As multicultural consumers continue to reshape the marketing landscape, how can brands harness the power of direct mail to reach them? A panel of marketers discusses the multicultural market.
Size Matters
Mobile devices are not created equal, and tablets may be the future of digital advertising. Learn how advertisers can take advantage of the tablet era.
Tablet Magic
Marketers are creating new experiences to reach consumers. Brands including Toyota, Showtime, and IBM are reaping the benefits of their investments in tablet advertising.
Changing Identity
It’s a brave new world for brand design. Learn how Jet Blue, Method, and BMW have used design to create strong brand identities.
The Brand Refresh
Alan Marks, eBay’s senior vice president of global communications, chatted with Su Mathews, senior partner at Lippincott, about how the two developed eBay's new positioning and look.
The New Brand Steward
In today’s new media world, it’s impossible to simply message your way to strong improvement. Are CMOs primed to champion their brands?
A 360-degree Approach to Digital Music
Research shows that radio listenership is higher now than it was in 1970. Digital enables radio to seamlessly extend its reach by delivering the content listeners want to whatever device they’re using.
Taking a Stand
Expanding your brand’s footprint doesn’t mean walking away from it. Learn how Allstate, Clear Channel, and Ben & Jerry's evolved while staying true to the brand.
CMOs Seek Solutions
The CMO Club surveyed 170 chief marketing officers in August 2012 on their digital video plans and the impact on 2013 TV upfronts and broadcast media investments. Learn how CMOs are shifting their investments and directing their agencies.
Context Matters
All media exist alongside and in the context of the others. The sooner a consumer-centric media model prevails over the current and historic media-centric one, the sooner brand marketers can take full advantage of the “anytime, anywhere” reality of today’s media ecosystem.
Digital Place-Based Media Is Everywhere Engaging On-the-Go Consumers
Digital place-based media (DPb) is among the fastest growing media sectors today. For the first half of 2012, DPb media grew by 11.8 percent — more than six times the rate of total measured ad spending.
The New Perspective
Learn about how social, mobile, and digital place-based advertising are converging — and what it means for marketers. Jack in the Box provides an example of successful digital convergence.
