Search Marketing Knowledge Center

Your Agency Is Built on Your Actions, Not Your Appearance

Leading Edge September 26, 2024

We recently took a giant leap into the unknown, leaving stable jobs to nurture the seed of an idea. We wanted to create a new kind of creative shop, one that was female-founded (only one percent of agencies are!), designed to meet the needs of a new digital reality (faster speed, higher volume, lower budgets), and rooted in the ethos of radical hospitality.

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Political Advertisers Need Informed, Stable Marketing Tactics

Leading Edge September 24, 2024

Given the onslaught of current events and new presidential candidacies, a new playbook is being written for political advertisers who are looking to capture mindshare among voters. Recent historic developments present a new pool of opportunities for political advertisers. Targeting models are likely to seismically shift in the coming weeks, as undecided voters, young people, and other various demographics are presented with new candidates from different backgrounds, each with their own message. To effectively target and persuade voters in this unprecedented landscape, political advertisers should consider following a new playbook — one that centers its strategy on TV.

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Marketing Communications Calendar 2025

Tools September 20, 2024

Use this professionally designed calendar to organize and communicate all of your marketing activities.

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The Persistent Illusion of Brand Safety in Digital Advertising

Leading Edge September 20, 2024

It’s becoming clearer and clearer that our idea of brand safety, at least in the ad world we currently live in, is an illusion at best. Some may argue that we’ve entered a backlash era against the concept as a whole. Whether it’s the collective shoulder shrug in response to Adalytics’ latest report, or the successful shutdown of GARM, it’s evident our current brand safety approach isn’t working.

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Advertising Wearout

ASK Answers September 19, 2024

Is wearout an issue I need to worry about? What can I do to combat it?

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Color Marketing

ASK Answers September 19, 2024

How do brands use color effectively in their products and campaigns?

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How to Tell a Story That Matters

Leading Edge September 18, 2024

If you look at any great story, there are elements they all have: a main character, a want or need, a plot, tools the character uses, and most importantly, conflict. Conflict is the engine that drives every story, and the best storytellers not only have compelling conflict but highlight the conflict. The conflict can be internal or external, but it’s the most important element in every story. From Darth Vader to the Joker, every great story has that agent of conflict. The key for any brand is twofold.

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Political Advertising in 2024: The New Playbook Essentials

Leading Edge September 18, 2024

As the 2024 election cycle revs up, the stakes for political campaigns at every level are higher than ever. From local races to the presidential election, the ability to run effective and efficient advertising campaigns will be crucial in swaying undecided voters and securing victories. With political ad spending expected to reach record highs—some estimates suggest it could surpass $12 billion — candidates and their teams must be more strategic than ever in how they allocate their media budgets.

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Astellas Pharma's Global LinkedIn Optimization: A Strategic Transformation

Event Recaps September 18, 2024

Bob Skwarek from Astellas Pharma shared insights on the company's two-year journey to optimize its global LinkedIn presence, consolidating multiple regional pages into a single, cohesive global platform.

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Marketing News Quiz for September 14, 2024

Marketing News Quiz September 14, 2024

In this week's marketing news quiz: advertisers' use of TikTok continues to grow, a new campaign by Liquid Death, Google faces an antitrust suit, and more.

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Brand Experience: The Key to Customer Loyalty and Business Growth

Knowledge Partners September 11, 2024

A common misconception is that your brand equals your logo plus your ads and nothing more. It’s true that visual identity and brand voice contribute to overall customer perception of a brand and its value. However, it’s the total brand experience that drives competitive differentiation, builds brand loyalty and, ultimately, delivers value to the business.

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The Currency of Trust: Prioritizing Brand Building in Finance Advertising

Leading Edge September 10, 2024

Today, we increasingly see financial advertisers pursue bottom-line KPI’s, chasing quick profits at the expense of sustainable growth. While the allure of short-term gains through metrics such as new customer acquisitions and credit card applications can be tempting, they should not come at the expense of long-term value derived from robust brand building. Brand building is not a sprint but a marathon — a process that, much like dollar cost averaging in the S&P 500, benefits from the power of compounding over time.

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Brand Building with Addressable Advertising

Event Recaps September 10, 2024

Charlotte Lipman and Sam Oyekoya from DIRECTV Advertising explained innovative use cases for addressable advertising solutions across linear, CTV, and pause ads, demonstrating how these technologies can be leveraged to create stronger brands.

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Creating Resilient Brands Through Creativity

Event Recaps September 10, 2024

Mark Miller from Team One and Mikaila Ulmer from Me & the Bees Lemonade explored strategies for building long-lasting brands in a rapidly changing business environment, emphasizing the importance of creativity and forward-thinking approaches.

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Marketing News Quiz for September 7, 2024

Marketing News Quiz September 7, 2024

In this week's marketing news quiz: A social media platform putting protections in place ahead of the U.S. presidential election, the most bipartisan brand in the U.S., the resurgence of a classic beauty brand jingle, and more.

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Mastering the Balance: Brand Marketing vs. Demand Marketing

Event Recaps September 4, 2024

At a September 2024 ANA 1-Day Conference, a panel of industry veterans convened to discuss the value of brand in B2B contexts.

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What’s the Secret to Cultural Authenticity for Brands?

Podcast Clips September 4, 2024

Often when brands try to lean into culture, the effort can feel more like appropriation than an authentic activation. How can this be avoided? JuHee Kim, president of MuteSix, offered her thoughts on the Champions of Growth podcast.

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Business Leaders Emphasize International Expansion as Key to Success

Leading Edge August 30, 2024

These days, globalization is more than an economic trend. It’s a growth engine. The companies that are embracing and prioritizing expansion into new international markets are the ones that are most sustainably growing their businesses. They are creating new revenue streams, and mitigating the risks associated with regional fluctuations.

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How to Protect Your Organization’s Reputation in an Election Year

Leading Edge August 29, 2024

While some industries and organizations are adept at managing this scrutiny, many have the opportunity in the weeks and months ahead to be more proactive in protecting their reputation and better controlling the narrative about their work and impact. Now is the time to take action to better weather any storm that might come your way this election cycle and beyond.

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