Distracted TV Viewing: A Growing Threat?
Recent research suggests that nearly 50% of primetime TV viewers are engaging with a second screen during their TV viewing…
Fiat Gets Crazy and Courageous with Creative
The one ad campaign variable that receives the most attention is the creative – and why shouldn’t it? Creative gets people talking (or, if unsuccessful, doesn’t). One advantage to having a strong creative track record is that the brand can feel confident and has the freedom to take risks. Olivier Francois, CMO of Fiat, is currently in that position and he’s taking full advantage of it. Ad Age reported on Francois’ recent decision to...
TV Commercials: Why Creative is King
Most advertisers and ad researchers behave as if there’s more power in how much you spend and where you spend it than in the creative that you get in front of those eyeballs.