Entertaining Ads Often Fail to Pay Their Way
Brand advertisers need to stand up to their agency partners and demand that the brand be inextricably woven into the story of the commercial.
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...
Fragile, Homogenous Brands: A Looming Crisis
Today’s competitive marketplace positions brands in a vulnerable situation of decreased differentiation from generics. Jeri Smith writes for AMA’s Marketing Insights exploring three common themes that can damage your brand’s value and lead to further erosion in brand differentiation if they aren’t addressed. Read AMA Marketing Insights HERE.
Are You Sacrificing Your Brand’s Identity To Be Cool?
Mondelez International, one of the world’s largest snack food companies, has just announced that they are moving away from the ad agency of record approach to one in which small teams within any number of ad agencies develop creative approaches for their brands, including Oreos, Trident and Cadbury. The plan is to implement new ideas in small markets, and then roll out the concepts that produce short term sales…
Advertising That Builds Brands
The first step for advertisers should always be getting in front of the target, but the ultimate objective must be to produce changes in attitudes and behaviors. While advertising needs to stand out and engage the viewer, it should be persuading them as well Do you want viewers to walk away thinking, “Wow, great ad!” or to walk away thinking, “Wow, I really want one of those!”?