Thought Leaders - guest commentary from our community of industry leaders

5 things brands should know before building a bot
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5 things brands should know before building a bot

Many brands haven't had the chance to play around with AI tech and are afraid they're falling behind, says Arnold Worldwide's director of digital strategy.

As technology eats the world, speculative visions pay off

As technology eats the world, speculative visions pay off

As we mature into an industry applying innovations in a more strategic way, it becomes apparent that technology's new best friend is philosophy, says Grey's head of creative technology.

Back to the future: Rebundling and speed are the new reality for agencies

Back to the future: Rebundling and speed are the new reality for agencies

It's time to end the agency refrain "we are the experts." Expertise is a trap, because it's a notion set in the past.

What the women's movement now needs most is...you

What the women's movement now needs most is...you

There are too many of us who are cheering from the bleachers but are not out in the world helping to make a palpable difference, says Ogilvy USA's chief talent officer.

Leapfrog past the competition with purpose
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Leapfrog past the competition with purpose

What audiences say about a brand is more important than what the brand says about itself, says AHA's executive creative director.

Why working moms shouldn't play by the rules
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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.

Want to increase love for your brand? Bare your soul.
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Want to increase love for your brand? Bare your soul.

Brands that don't look deep within to find their souls will make hollow progress, says TBWA\Chiat\Day LA's chief strategy officer.

PyeongChang 2018: The quest for Olympic gold...for brands
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PyeongChang 2018: The quest for Olympic gold...for brands

Just like the athletes, whether or not marketers have what it takes will play out on the global stage, says Momentum Worldwide's president and CMO.

The new rules for media giants
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The new rules for media giants

A host of new and well-financed players are moving in and complicating the picture for content producers, says Possible's Rebekah Smith.

Under the influencers: what brands give up when they give in
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Under the influencers: what brands give up when they give in

The smartest marketers know they can't just dump their message into the audience of influencers and hope for the best, says RPA's J Barbush.

A case for rebranding the older worker
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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.

Eight-year overnight ratings low for Super Bowl LII on NBC
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Eight-year overnight ratings low for Super Bowl LII on NBC

The Big Game's ratings were down 3 percent from last year.

Super Bowl LII ad review: Big Game vets weigh in on this year's offering
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Super Bowl LII ad review: Big Game vets weigh in on this year's offering

A year after their spot for 84 Lumber became the most talked about ad in Super Bowl LI, creatives at Brunner critique the new crop.

Super Bowl LII superlatives from VCU Brandcenter
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Super Bowl LII superlatives from VCU Brandcenter

Admeter's results are in, but the students in Richmond had different categories in mind while watching last night's game.

Strategy lessons from football: anticipate or observe?
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Strategy lessons from football: anticipate or observe?

You can't just watch where the ball is expected to go or even where the ball is going, says a strategist at mono.

Expectations, or lack thereof, for the 2018 Big Game
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Expectations, or lack thereof, for the 2018 Big Game

This year's Super Bowl will see few risk-takers, says RPA's Jason Sperling.

After conquering everything else, Amazon is going after advertising
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After conquering everything else, Amazon is going after advertising

When Amazon enters the field, there are a few things it will capitalize upon, says Webpals Group's CEO.

In dark times, brands are turning to humor to lighten Super Bowl LII's mood
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In dark times, brands are turning to humor to lighten Super Bowl LII's mood

With its huge audience and huge costs, Super Bowl is not the branding silver bullet many think it is, says the president of System1, NA.

Brands

Marketing predictions for 2018: the year of brand transformation
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Marketing predictions for 2018: the year of brand transformation

Brands will have to decide what purpose they wish to serve, says Stylus' head of media & marketing.

Breaking barriers with branded content
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Breaking barriers with branded content

Chris Uettwiller, executive producer and partner of Oscar-nominated production company Dirty Robber, discusses the importance of fluidity in creating compelling content.

How storytelling helps brands cut through content overload
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How storytelling helps brands cut through content overload

Jessica Lauretti, global head at RYOT Studio, discusses how to make a brand film stand out.

Creativity

'Dilly Dilly' means 'Go for it': how ad testing actually risks doing something great
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'Dilly Dilly' means 'Go for it': how ad testing actually risks doing something great

Copy-testing is usually the blunt instrument that beats out the sometimes unexplainable magic of an ad or campaign, says Young & Laramore's president.

What to anticipate from influencer marketing in 2018
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What to anticipate from influencer marketing in 2018

How can marketers who are ready to fully embrace influencer marketing ensure they are getting it right in the coming year? Branded Entertainment Network's global chief campaign officer has five points to consider.

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

Culture

Why repulsion is the secret to modern marketing
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Why repulsion is the secret to modern marketing

We define ourselves not only by what we are, but what we aren't, and we respond well to things that attack, invalidate or oppose the "other" point of view, says Sense New York.

Despite the expense, TV awards show season is marketing gold
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Despite the expense, TV awards show season is marketing gold

They still represent a cultural moment, which is why social conversation around them only continues to grow, says Droga5's Samantha Deevy.

For marketers about to rock, we salute you
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For marketers about to rock, we salute you

The marketing world is flush with people who have creative backgrounds, and their experiences drive their professional success, says Blue River's CCO.

Media

A 'Super' experience on the old linear broadcast model
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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.

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.

People

CES and women: It's about contribution
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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.

The Case for Experience in 2018
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The Case for Experience in 2018

Here are three areas that RAPP's global CEO is resolving to be more tuned into, and part of the solution for.

4 lessons for male mentors who work alongside women
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4 lessons for male mentors who work alongside women

Without men, we can't make our workplaces safer and more equitable for women, says Eleven's chief growth officer.

Technology

The year in digital: What tech has had the biggest impact on the ad industry?
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The year in digital: What tech has had the biggest impact on the ad industry?

Compelling "new" tools will make what we do an even better opportunity for powerful storytelling, says Digital 40 Over 40 alumni Winston Binch, chief digital officer at Deutsch NA.

Voice assistants are taking over. Adapt or die.
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Voice assistants are taking over. Adapt or die.

Similar to the rise of social or mobile apps, voice requires new strategies, knowledge and understanding, says Arnold Worldwide's AI strategy lead.

The future is here: a look back at CES 2018
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The future is here: a look back at CES 2018

Some of the technologies and trends that were greeted with awe in years past are now maturing, finding their place and providing real-world value in the here and now, says AKQA's head of emerging technologies.