Melinda McLaughlin

Recent content by this author:

  • Why the Global Ad Industry Needs Creative Logistics

    Blogs   November 3, 2021  

    Marketers used to brag about their budgets and now it’s the size of their tech stack. Heading into 2022 and beyond, that stack deserves a better foundation.

  • Marketing Triumph in The Age of Agility

    Blogs   April 29, 2021  

    Agility means to move quickly and easily. It’s the “and easily” part that the industry must confront. The keys to creative and media success today bear no resemblance to the past. But the “messy middle” of execution is stuck in it and holding brands back.

  • The Business of Talent and Rights: A Marketer’s Story

    Blogs   February 25, 2021  

    As the media landscape increases in complexity, so too do the strict payment obligations to the performers and rights owners who bring the brand stories alive. Because talent and rights payments are intrinsically connected to where and when ads play, tracking them across our expanding digital universe is beyond what is possible using manual-heavy legacy practices.

  • Three Ways for Marketers to Extract More Value from Video Content

    Forward   June 18, 2020  

    To bolster and exceed their ROI goals, marketers need systems and processes to enable their teams and partners to leverage video assets without any friction or slowdowns.

  • Managing Creative Assets In a Complex Time

    Forward   April 28, 2020  

    Brands are creating more stories for more screens and devices than ever before. These assets also carry strict rights for usage and talent payments, and marketers and their agencies must be ready to make changes quickly to react to a mercurial business landscape.

  • Creative Is Data Too

    Forward   February 20, 2020  

    Each piece of ad creative holds a wealth of metadata. This data can help marketers at each stage of the creative workflow — if they have a centralized way to organize, manage, and maintain control of their assets. Here’s a look at the layers of data available within a marketer’s ad assets, and how that data can help drive more effective marketing and better ROI while ensuring precise compliance with talent and rights.

  • Why Marketers Are Struggling with Asset Management

    Forward   December 5, 2019  

    Using old, brute-force ways to meet new demands has reached a breaking point. Traditional digital asset management systems simply weren’t built for brand TV and video campaign asset workflow, and new research is showing why they can’t go the distance.

  • In-House Agencies Are Leading a New Way Forward

    Forward   May 16, 2019  

    Once considered a passing fad, the in-house agency is an increasingly common component within many marketing organizations. At a recent ANA conference, marketers from multiple industries discussed the benefits of building an in-house agency; here are a few key points.

  • Evolving Media Consumption Trends Give Marketers New Means for Ensuring High-Impact, Brand Safe Campaigns

    Blogs   April 25, 2019  

    The growing popularity of over-the-top programming is having a transformative effect on the entire video advertising ecosystem. For marketers, this development opens up exciting new opportunities to connect with hard-to-reach audiences and engage them through more digital touchpoints than ever before.

  • Was Shakespeare Really Talking About Ad Delivery?

    Forward   March 5, 2019  

    Is there 21st-century wisdom for marketers in the 16th-century words of William Shakespeare? Marketers must adopt a new workflow for putting ads in front of consumers — one that ensures a brand’s love doesn’t go unrequited.