Marketing Strategy

A toxic culture creates a variety of risks for a business. From reputational damage brought on by revelations about employee conduct to the corrosive influence ofissues around discrimination and employee wellbeing, a poor culture can rapidly sink a brand, particularly in an age when social media amplifies every misstep. Despite this, businesses…

Even though Field of Dreams is one of my favorite movies, the saying “If you build it, they will come” sadly doesn’t apply to content marketing. Too often, we forget that content marketing consists of two keywords — content and marketing. Creating content is usually the most fulfilling and enjoyable part of…

This week, the home of the Whopper debuted a new line of Real Meals with the tagline that “No One Is Happy All the Time.” Which, of course, got the attention of media outlets, with many claiming the Real Meal campaign is an attempt to troll McDonald’s and Happy Meals.…

Exceptional retailing has always been based on the superb execution of the 6 P’s which drove traffic and profitable basket. Proposition – how you matter versus why you matter. Product – the right merchandise, merchandised right. Price – the perfect balance between margin and momentum. Place – location, location, location. Promotion – creative, convincing and…

Last fall, the Association of National Advertisers in the U.S. released headline-grabbing survey results revealing that 78% of its members had taken some agency work in-house, with cost the most frequently cited reason for doing so. Asked about the primary benefits to having an in-house agency, 38% said cost efficiencies, 19%…

On a warm evening after a strategy off-site, a team of executives arrives at a well-known local restaurant. The group is looking forward to having dinner together, but the CEO is not happy about the table and demands a change. “This isn’t the one that my assistant usually reserves for…

Attend enough marketing conferences and all of them start to feel essentially the same. A slightly greying creative director in black jeans shares his stories of big agency success. A perky CMO from overseas tells you about the power of purpose and how she harnessed it to generate 900% something…

Is the traditional digital marketing agency dead? Not likely in the near term, but there is a train roaring down the tracks driven by the overwhelming amount of technology, data, artificial intelligence and systems integration needs that is transforming traditional agencies into consulgencies. For the first time, four consultancies cracked Ad Age’s…

2019 Marketing Trends Report Digital marketing is constantly evolving—how do you stay ahead and take advantage of the latest trends? Sign up to learn about 9 of the biggest shifts that are revolutionizing marketing, artificial intelligence and customer experience. Build a cutting-edge marketing career and program with expert insights on:…

If you’ve ever picked up a bottled drink or a packaged food item, you’ve probably noticed a label on the front of the item touting its protein or vitamin content. But what you don’t see is any mention of less-than-healthy ingredients — such as added sugar or saturated fat —…