Whether you’re borrowing it, creating it, or bucking it, advertising is the use of culture to influence commerce. Which means … Creatives need to live and breath big and small cultures, fast and slow, old and new, online and offline. Clients need to demand work that earns its own attention and ignites communities to share the work on the brand’s behalf. Agencies need to measure the work for both impact on sales and impact on […]
Digital Strategy 101 is an overview of the current state of digital strategy and an exploration of core concepts, deliverables, and thought-leaders relevant to young practitioners. I’ve been earning a paycheck from the web, in one form or another, for the last 17 years. I owe any professional success to the web and to the generous people who have used it to freely share what they know with others. With this presentation, I’m trying to […]
23 months ago I took on the mantle of Director of Invention at a hallowed ad agency here in LA. I assumed a title no one had ever heard of before, took what was my first gig inside an ad agency proper, and set about (with considerable help) to re-engineer a perfectly good, highly successful factory to produce an entirely new kind of output – marketing as product. Since, rightly or wrongly, I’ve been asked by clients […]
Classically, the marketing department’s role within the larger organization has been to spread value. To take the raw product of the organization and to distribute a product or message across geographical boundaries and into the hearts and minds of a target market. Today, more and more, the role of the marketing department has become one of creating value (from entertainment to service). Market shares have solidified, mediums have matured, attention spans have shortened – and […]
