How Brand Advertisers Can Make Effective Use of Retainer Fees Without Getting Burned
Download a print-friendly version here Your Agency Fees Are Burning Too Fast. Now What? There are at least three million burn cases every year in the United States. Yet burns are highly preventable. In the advertising world, “burn” has a vastly different meaning, and a controlled burn is more the focus. The large majority of […]
Evolving How Marketing Executives Think About Managing Their Marketing Budgets and Driving Fiscal Accountability
Don’t work your “non-working” too hard. How much non-working spend is too much or too little? The most controversial topic among brand advertisers, C-suite executives and agency leaders is no doubt the infamous working and non-working spend ratio. It often makes the headline in investor calls when the CFO or CMO announces major cuts in […]
3 Keys to Finding the Best Celebrity Endorsement for Your Brand
Featured on the ANA: — Read the published ANA article — Two years ago, the Lincoln Motor Co. needed help. Following a long skid, the Dearborn, Mich.–based luxury car company was coming off a reported 32-year low in sales. Once considered a leader of the American car industry, the brand had become an afterthought for […]
Why I Ditched the Cannes Ad Fest and Headed West This Year
Featured on Forbes Magazine — Read the published Forbes article — Usually around this time of year, I would find myself on the Croisette at the Cannes Lions International Festival of Creativity. Soaking up both sun and shortlists, attending a seminar or two, discussing where ad agencies get it all wrong and clients got it half right, […]