Every semester we do a guest appearance at Martin Kagan’s class at Pace University. He teaches Arts Management – a fast-growing program where students who want to be in the arts but aren’t sure they will make it as performers can learn the business side of managing a theater, being an agent, etc. Last week we did a talk—and showed several recent popular commercials—and none of these very connected 19- and 20-year-olds had seen any of them. How are you looking to reach Millennials these days?
There’s nothing like a tight deadline to get turn motivation into action. We have outlines for three new books at the moment; but because we’re not under any deadline we’ve been back-burnering them for the better part of the year. What have you got on your plate that you’re not dealing with because no one’s demanding it of you?
When we tell a friend or close business associate that we’ve just published a new book, they often ask, “Could you send me a copy?” Now that we’ve written three books and a half-dozen eBooks, we understand a truth a famous author told us years ago: “The nicest thing you can do for an author is buy her book.” She was right. We’re thrilled when we say to a friend we’ve just published a new book and they respond, “Wow! Can I buy one?” How do you properly acknowledge the achievements of people whose work you respect?
Snapchat is now Snap Inc. The business that turned down a $3 billion offer from Facebook now has a value north of 3 times that number. It has become the fastest growing advertising medium. And here comes their new video recording sunglasses, Spectacles. They’re taking on Facebook in cool power and Google in glasses. How do you evolve your business to take on market leaders in different categories?
There’s a big, active question about what is an ad today. With all of us increasingly able to opt-in and out of content, how can advertisers effectively communicate with their consumers? Product placement, native advertising and content marketing are all ways to embed advertising messages in content we choose to consume. Advertising drives free content or greatly reduced prices on content we buy e.g. magazines. So receiving advertising is really important. What new advertising models are you considering that will maintain consumer financial benefits without irritating the user experience?
The second annual #Femertising Awards have been announced and here they are. We’ve been very heartened to see this trend in positive and proactive imagery of women in advertising. Hats off to Dove who twelve years ago pioneered this kind of advertising. Today a number of companies have stated their commitments to celebrating women and girls in their marketing communication. What are you doing to be proactive to your women customers?
Get ready for the trucks of the future. And why not? Maybe the days of jackknife accidents could be over. Yet another product category that has forever been about cab and container ready to be made-over. If you could submit your design for the optimal truck of the future, what would it look like?
McDonald’s account consolidation with DDB has once again brought up the idea of agency of the future. Clients want transparency, simplicity and excellence. In these complex marketing times great, fully integrated work delivered in an inspired process is more valuable than ever. There is little question that we will be seeing more and more dedicated agencies. What do you do to provide outstanding product with first class service?
We’ve seen the Greek yogurt revolution. Now comes the fat toothbrushes. Have you purchased a new toothbrush recently? The heads are bigger than ever and so are the price tags. But more surface covers more surface and gives a more robust tooth brushing experience. So get ready to shell out well north of 5 bucks to work your choppers. The new normal is a bigger toothbrush. What do you think the next product category will be ready for a transformation?
The University of Chicago’s dean of students, John Ellison, sent a letter to this year’s incoming freshman class that touched off a firestorm of reaction when he wrote, “…we do not support so-called “trigger warnings,” we do not cancel invited speakers because their topics might prove controversial, and we do not condone the creation of intellectual “safe spaces” where individuals can retreat from ideas…” The NY Times wrote about it last week and the letters to the paper have been both measured and enraged on both sides of the issue. Where does your organization stand on the question of Political Correctness vs. Free Speech?