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Can’t Say No? Say What You Know.
Look into the mission statement of many an ad agency, and you’ll find some kind of happy talk about “serving our clients.” In many instances, this boils down to demoting your business model from...
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Pharma Advertising and the Talisman of Doom
Despite years of experience in the real world of stringent regulations, many pharma brand managers still believe their mission is to push the boundary of the permissible in an effort to promote a...
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Website Optimization: Beyond the Code. Behind the Words.
If you’re engaged in digital marketing, I invite you to try a simple experiment. In a rare quiet moment, sit back, close your eyes and ask yourself if you actually like your branded website. That’s...
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Essentially? Meaningless.
In a common agency scenario, advertising creatives huddle with strategists and account directors with an intimate understanding of the client’s POV—to craft a presentation spelling out the Essence of a...
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Advertising Craft and the Metrics Epidemic
From time to time, despite advances in psychiatry, an insidious strain of ideological nonsense starts weaving its way through the corridors of advertising and marketing communities. It’s a destructive...
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Silo-busting Collaboration: A Prescription for Pharma Advertising
The lore of pharma advertising is littered with stories of nightmarish regulatory battles. The vise-like grip of the law is enough to turn the most placid personalities into raging beasts, in a kind of...
View ArticleSocial Marketing: What & To Whom
In 2017, if you want to develop and execute a social media strategy for your brand, there’s an ocean of advice available online to get you started. You can find out how Facebook, Twitter or Instagram...
View ArticleMarketing to Data Ghosts
Today, many a creative brief is a direct outgrowth of market research. Clients amass largely anecdotal data, out of which they construct a generic audience model. With a gracious nod to reality, that...
View Article“Brand Narrative:” Misnomer or Misunderstood?
Of the many branding conceits of the last few years, one of the more elusive is the idea of Brand Narrative. I gather the framers of this term envisioned it as a big picture overview — of everything a...
View ArticleSocial Marketing and the Digital Landfill
In the United States, the last two years have removed any doubt that social media sites, and the behaviors they engender, have transformed many aspects of society. Advertising, in its dual role as...
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