By: Linda Formichelli
Sometimes the best ideas are the simple ones. MarketingSherpa is a research firm that tracks what works — and what doesn’t work — in all aspects of marketing. Every year, the MarketingSherpa editors compile …
By: Samar Farah
Peter DeNunzio spent the last decade and a half of his career at a global ad firm known for progressive integrated marketing, bringing together direct and interactive marketing tools and merging them with public-relations efforts.
But “progressive” just took on a whole …
BY: MEG MITCHELL MOORE
Back in the Dark Ages of the online world — a decade ago, give or take — online companies had a hunch they were onto something big. Internet marketers foresaw a time when the old bastions of …
BY: TANYA IRWIN
Direct mail isn’t what it used to be. And Greg Johnson couldn’t be happier. Johnson, executive vice president and director of Arnold One in Boston, has more than 20 years of integrated-marketing experience.
In recent years, Johnson says, direct mail …
BY: anne marie Sylvester
Many advertising agencies plan diversity campaigns by focusing on what makes that ethnic or racial group different from the mainstream.
Jo Muse thinks that’s short-sighted. The president of Hollywood, Calif.-based Muse Communications, says to effectively market to diverse …
Forget all that stuff about consistency being the hobgoblin of little minds.
At The Richards Group, a Dallas-based agency with projected billings of $1.2 billion, consistency counts. When the agency finds a marketing message that works, it sticks with it: think Chick-fil-A cows.
“Advertisers often …
