Thought Leaders - guest commentary from our community of industry leaders

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.

Why advertising shouldn't fear mental illness

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

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

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.

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.

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.

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.

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.

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.

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.

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.

Halloween is the new Christmas
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Halloween is the new Christmas

Halloween is is full of opportunities for a broader variety of retailers, for a broader variety of reasons, says 22squared's strategy director.

The kids are alright and in charge, and what it means for marketers
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The kids are alright and in charge, and what it means for marketers

Today's families are making decisions differently. And that's because there's a new kid in town.

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.

Brands

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.

How sponsors and Fox can bounce back from disappointment at the World Cup
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How sponsors and Fox can bounce back from disappointment at the World Cup

After the U.S. Men's National Soccer Team's devastating loss, how can brands pivot their messaging?

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

Apologies appreciated, Mr. Tindall, but now what?
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Apologies appreciated, Mr. Tindall, but now what?

The time for change to improve diversity in the industry is right now, says MDC Partners' head of talent and inclusion.

Marla Kaplowitz shares her takeaways from Advertising Week
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Marla Kaplowitz shares her takeaways from Advertising Week

The 4A's president and CEO reflects on her first AWNY as head of the agency advocacy organization.

Women in advertising: what the glass ceiling gave us
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Women in advertising: what the glass ceiling gave us

It's imperative that we're honest about how discrimination is still impacting women in the workplace, says Quantcast's VP of marketing.

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

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.

Recommendation Engine: The Black Sheep Agency's Sarah Gabbart
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Recommendation Engine: The Black Sheep Agency's Sarah Gabbart

This content director shuns Facebook but loves "Rick and Morty" and children's books.

The remarkable influence of millennial men
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The remarkable influence of millennial men

Young men are recommending beauty, apparel and household products. They defy stereotyping, says Engagement Labs' CEO.

Technology

How PMP can help prevent fraud and programmatic lawsuits
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How PMP can help prevent fraud and programmatic lawsuits

To avoid the pitfalls of programmatic, more companies are turning to private marketplace.

Setting the right expectations for multi-touch attribution
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Setting the right expectations for multi-touch attribution

Despite all the hype, for MTA to be useful its limitations must be clear and clearly communicated.

Why voice technology is a marketer's new best friend
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Why voice technology is a marketer's new best friend

Digital assistants like Amazon's Alexa and Google Home strike a balance between disruption and utility, says RAIN's director of technology innovation.