December 13, 2011 | Author: Tim Williams
Is there really an agency leader alive who doesn’t know that it’s time to disband the idea of a “digital department?”
Back in the days of Mad Men, agencies had a “television department,” because TV was a new technology that the print/outdoor/radio-centric agency executive of the 1950’s...
October 10, 2011 | Author: Tim Williams
When you shop for a car, you’re looking for an “outcome”, not a set of components that comprise an automobile. Imagine visiting your dream car’s website and finding in place of a compelling description of the car and its main benefits, an exhaustive list of features. Or worse, a list of the components that make up the car – the hood, trunk, wheels, doors, motor, suspension, drive train, cooling system, lighting system, gauges, sensors, ignition system, starting system, switches (you get the idea).
August 22, 2011 | Author: Ignition
When advertising industry professionals use around the word “marketing,” it’s usually code for “advertising” or at least promotion or publicity of some kind. Thankfully, a more holistic view of the word is re-emerging among marketers and agencies alike. I recently asked branding consultant and...
July 5, 2011 | Author: Tim Williams
As a marketing strategy, imagine the power of replacing “selling” with “helping.” In formulating content, the question shouldn’t be “What can we tell the consumer to persuade them to buy more,” but rather “How can we help our customer?”
This is the essential strategy behind digital platforms...
June 28, 2011 | Author: Tim Williams
Is that an advertising idea or a PR idea? That’s a pretty irrelevant question in today’s marketing environment. The only thing that matters is whether it’s an effective idea.
How much sense does it make to send both an “advertising account executive” and a “public relations account executive”...
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