Thought Leaders - guest commentary from our community of industry leaders

The final frontier: reimagining marketing and communications in outer space
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The final frontier: reimagining marketing and communications in outer space

The private sector is taking the reigns of space travel and exploration from government agencies, and business is booming, says an account director at Ogilvy & Mather.

Like 6-second ads, this will only take a few seconds...

Like 6-second ads, this will only take a few seconds...

Shorter ads won't fix the problem with low-quality ads, says the CEO of SmithGifford.

Ahead of the curve: how to plan for the unpredictability of real-time moments

Ahead of the curve: how to plan for the unpredictability of real-time moments

Instead of having to react to moments and force ourselves into conversation, we can develop a strategy ahead of time, says Droga5's data strategy director.

6 traits of a successful experiential campaign

6 traits of a successful experiential campaign

From pop-ups to takeovers, a variety of manifestations provide brands with scalable solutions that build loyalty and drive revenue, says PSFK's president.

Why you shouldn't be worried about robots taking your job
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Why you shouldn't be worried about robots taking your job

Artificial intelligence could make us more creative, says a creative technologist at MediaMonks.

Missed opportunities in purposeful transformation
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Missed opportunities in purposeful transformation

By helping brands communicate purpose, agencies gain advantage, says Mirum's marketing and brand strategist.

The distraction economy doesn't work on the Unreachables
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The distraction economy doesn't work on the Unreachables

How do advertisers reach consumers who don't want to be reached? It's not by jingling a shiny object in front of them, says the US general manager of Acast.

Filling the integrity void
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Filling the integrity void

As time has shown, poor judgment from the C-Suite throughout the business world has become emblematic of the need to overhaul how our industry is managed, says RAPP's global CEO.

A love letter to advertising
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A love letter to advertising

Somewhere along the line, advertising became a dirty word, and trying to bridge a relationship on behalf of a brand was suddenly unacceptable and immoral, says the CEO of Havas Creative US.

Don Draper is dead: how technology and data are helping startups jump into the TV advertising game
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Don Draper is dead: how technology and data are helping startups jump into the TV advertising game

Startups are launching into TV advertising at full force and are reaping the rewards while other advertisers shy away, says Quirk Creative's founder.

The new stakes in a Belief Economy
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The new stakes in a Belief Economy

People vote with their values and wallets, and in a digitally connected world, they can let friends and brands know what their values are via their purchases, says Baldwin&'s CEO.

Pop art: how to engage millennial consumers with pop-up concepts
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Pop art: how to engage millennial consumers with pop-up concepts

Brands that understand young consumers' motivations for embracing limited-time engagements can reap the rewards, says Cassandra's senior director for insights.

Why advertising shouldn't fear mental illness
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Why advertising shouldn't fear mental illness

As professional communicators, it's about time we figured out how we can initiate those conversations, says a creative director at RTO+P.

How to keep clients in an industry known for turnover
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How to keep clients in an industry known for turnover

Every client, every project is a jump ball, and the fact that we worked together yesterday and today is no indication that we will work together tomorrow.

Innovative brands must build equity, not just borrow it
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Innovative brands must build equity, not just borrow it

Meaningful transformation isn't about tacking on a new product service but about designing a total brand experience, says Redscout West's head of strategy.

Why Facebook should consider Google's company mantra
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Why Facebook should consider Google's company mantra

Social platforms do not actually espouse that information should be free. In reality, information is controlled by the highest bidder, says The Social Element's chief services officer.

Accessibility and universal design in the digital age
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Accessibility and universal design in the digital age

An accessibility gap has been created, and it's only getting bigger, says Digital Pulp's chief creative officer.

The best way to rack up online reviews isn't by paying for them
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The best way to rack up online reviews isn't by paying for them

This quick-and-dirty attempt to bolster online ratings is like fast food: It might taste great at first, but it eventually comes back to haunt you, says the founder of Convince and Convert.

Brands

Does winning a Cannes Lion actually help brands?
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Does winning a Cannes Lion actually help brands?

A new study unmasks the growing disconnect between what juries view as a success and public reaction says Ace Metrix's CEO.

Why Whole Foods' changes could mean profit for national brands
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Why Whole Foods' changes could mean profit for national brands

The grocery retailer's efforts to fix the "Whole Paycheck" problem means big brands can help fill a void with their own offerings.

Amazon is looking, but where is your next innovation hub?
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Amazon is looking, but where is your next innovation hub?

Companies that want to set up a base in a new city should consider a few things first, says JWT Atlanta's head of innovation.

Creativity

Planning is dead. Long live brand planning.
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Planning is dead. Long live brand planning.

The discipline must fundamentally change to continue to be essential, says Hill Holliday's chief strategy officer.

Think outside your vertical
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Think outside your vertical

Intentionally borrowing and adapting elements from other industries can help you lead and transform your own, says Fine's managing partner.

Branding in chaos
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Branding in chaos

Inspiration, collaboration and innovation are more important than the old standbys of value, trustworthiness and consistency, says Mechanica's CEO.

Culture

Manbassadors and microactions
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Manbassadors and microactions

An ECD at Epsilon reflects on his responsibilities as a white male to improve representation in the industry.

Stop marketing to Gen Z and start helping them
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Stop marketing to Gen Z and start helping them

Rather than try to convince this generation to put down their phones, marketers would be doing Gen Z a favor if they emphasized the community-based aspects of phone communication.

Now I know: Meeting my first person in a wheelchair
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Now I know: Meeting my first person in a wheelchair

Only when we risk being wrong can we know what's true, says JWT New York's executive strategy director.

Media

First impressions of the new fall TV season
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First impressions of the new fall TV season

Early signs indicate the broadcast networks are still the best venue to attract the most number of viewers.

Five principles for launching a TV show
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Five principles for launching a TV show

BBH LA's senior brand strategist explains how to make a new show must-watch, even when dealing with audiences inundated by content.

Taking stock of earned media in the 'fake news' era
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Taking stock of earned media in the 'fake news' era

Fake news is more than a new catch phrase. It's changing the way journalists are reporting stories today, says a new survey by Ogilvy Media Influence.

People

Curious Collaborators: the new agency rock stars
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Curious Collaborators: the new agency rock stars

In an environment where change and innovation are valued so highly, we need to hire people who aren't spending their days defending the way things are done, says RPA's COO.

How to make your agency extraordinary
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How to make your agency extraordinary

Employees and clients need to know agencies are serious about protecting our greatest assets: each other.

Create entertaining, sexy ads to lure millennials...or let them do it for you
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Create entertaining, sexy ads to lure millennials...or let them do it for you

The truth is, this coveted cohort is open to advertising--if they're getting something back for it, says 9GAG's chief operating officer.

Technology

Choosing an agency partner in a changing digital marketing landscape
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Choosing an agency partner in a changing digital marketing landscape

The right level of attributes, criteria and requirements can help lead the search, says iQuanti's head of client services.

5 questions brands need to ask before building a messaging experience
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5 questions brands need to ask before building a messaging experience

Having a plan will ensure the experience you deploy will work for you and your brand in the most productive and engaging way possible, says Facebook Messenger's head of business.

What's needed to achieve addressable
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What's needed to achieve addressable

It's time to move past the idea of "combatting the duopoly" and into how to build a solution, says Sonobi's CEO.