Thought Leaders - guest commentary from our community of industry leaders
Three reasons why sustainability is here to stay
Brands that lean into sustainability, especially through strong imagery, will connect with a broad consumer audience on one of the most universally important issues of our time
What brands are missing about women and COVID-19
Added burdens are slowing even Super Moms down, but marketers can help
Are in-house agencies immune to COVID-19?
In-house agencies are here to stay, and there doesn’t seem to be a vaccine for the holding companies in the near future.
When will advertising’s Tesla moment arrive?
We can put self-interest and control aside, or we can wait to be disrupted by someone who can pull it off.
Pandemic pitching: a gift and a curse
The flow of new business pitches in the past six months has been relieving. But this isn't business as usual.
The silver tsunami is here
Baby boomers are retiring, and marketers should wake up to the opportunity.
Recreating the serendipity of holiday shopping online
As more consumers shop online this holiday season, retailers must recreate that moment of stumbling upon the perfect gift.
Lessons in writing your resume backwards
As I binge-wrote chapters of my career from the beginning, five lessons stood out along the way.
Applied strategy: a new model for the next normal
Data, content and agility will drive the successful campaigns of the future.
Diversity in the advertising industry requires agency collaboration
Industry-wide challenges can only be truly solved with industry-wide solutions.
To build modern brands, we have to feed the feeds
Brands need to adapt the “big idea” to digital activations purpose-built for media channels.
Brands: here’s how to speak to women over 40
Marketers either ignore women over 40 or speak to them like they’re all exactly the same.
In a COVID-19 world, holiday shopping is all about mobile engagement
Brands need to lean into one-to-one mobile connections and new pick-up and delivery options this holiday season as typical shopping habits are disrupted by the pandemic.
How can CMOs succeed when the role itself is fatally flawed?
With CMOs facing more pressure than ever to deliver, we may need to redefine expectations.
I reviewed hundreds of portfolios in one week. Nine things stood out.
How to make your digital design portfolio stand out, according to a chief creative officer.
It's time to end our addiction to 50-year-old measurement tools
Brand measurement must evolve to continue justifying upper-funnel investment
Step up or step back: inclusion is the future of our industry
Achieving equity in our industry won't be easy, but it will define success in the future.
Brands
Corporate brands must lead the charge on social responsibility
Corporate social responsibility only succeeds when it comes from the top down.
As COVID-19 lingers, CPG brands pivot from in-store to in-app
While grocery sales are up, customers hesitate to linger in-store during the pandemic. Enter delivery services.
Why nearly half of marketers are unhappy with their brand’s COVID-19 response
"In this environment, it is more important than ever that brands clearly understand their role in consumers’ lives and know how to take action based on that role."
Creativity
We're measuring experiential all wrong
The executive creative director at SET says social shares, event attendance and email sign-ups are redundant metrics.
Digital 40 over 40 celebrates diversity of thought
Experienced talent is a necessary part of the management equation for digital agencies, the says CEO & President of The ADVERTISING Club of New York.
Why investing in indie filmmakers could get your brand an Oscar
Brands can play an essential role in the dreams and successes of young filmmakers, says the VP of global client engagement at Branded Entertainment Network.
Culture
What a Trump or Biden win means for comms firms
A lot rides on the election for comms and marketing firms vying for federal contracts.
Where are all the innovative women? At DMEXCO.
On the heels of Forbes' list of 99 innovative men (and one woman), the global digital marketing conference proved there are plenty of groundbreaking female leaders--but we need to adjust our biases (and our algorithms) to find them.
Here's how to nail authenticity in the workplace
The Starcom president recognizes the irony in his advice, having worked in an industry that once put glue in bowls of cereal to make milk look creamier.
Media
Eight-year overnight ratings low for Super Bowl LII on NBC
The Big Game's ratings were down 3 percent from last year.
Expectations, or lack thereof, for the 2018 Big Game
This year's Super Bowl will see few risk-takers, says RPA's Jason Sperling.
A 'Super' experience on the old linear broadcast model
Those declaring the death of broadcast must always contend with the 100+ million viewers that flock to their TV sets every Super Bowl.
People
Why working moms shouldn't play by the rules
Pumping milk in a grim closet three times a day (maybe crying, maybe on conference calls) is a working mom's reality, says Green Stone's CXO.
A case for rebranding the older worker
The industry doesn't seem to have room for many over 40. But once we reach that milestone, invisible can't be the new normal, says Havas PR's Marian Salzman.
CES and women: It's about contribution
The conference was a very different place in one important way: I wasn't outnumbered on the showroom floor like I have been in the past, says a managing partner at Collins.
Technology
Building technology for the greater good
How innovation continues to build trust in a world of savvy consumers.
How creative storytelling can expand in a world of 1s and 0s
Google's head of creative agency development asks how we can translate the right data points into springboards for richer, more relevant creative stories.
5 emerging tech trends at SXSW that will shape 2018
Blockchain, bio-hacking and AR are just a few chewy topics adland is tackling this year.
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