“For us it’s about transparency. It really seems like a big black box. We’ve been taking a more conservative approach. Maybe it’s our German heritage to be more cautious.” -Gerhard Louw, Senior Manager of International Media Management at Deutsche Telekom, responding to a question about his company’s use of agency trading desks. Louw spoke yesterday at the Association […]
Restaurant chain Moe’s Southwest Grill recently hired marketing agency Engauge as its media agency of record, handling a new national television campaign and the company’s foray into programmatic buying. “Moe’s is about 12 years old and we’ve just now gotten to the point where we’re collecting marketing dollars at the national level, rather than just […]
Like many big companies, Kimberly-Clark ramped up its investment in data-driven display media last year. The personal care giant, whose brands include Kleenex, Kotex, Cottonelle, and Huggies, started looking into a display “desk” a couple years back, and set one up last year in partnership with its media agency, WPP Group’s Mindshare. Jeff Holecko, who […]
Western Union describes itself as a financial services provider for the “underbanked,” a group it pegs at approximately 25% of the U.S. population. As with all financial companies it must be very careful with its customer data and how it uses that data to acquire customers and market new services. That caution extends to data-driven […]
As often happens with ad industry events, the ANA’s Masters of Marketing conference in Orlando has a front channel and a back channel. On the front channel, speakers are tackling big creative and consumer themes like the rise of cause marketing, “social by design,” and brands as content creators. On the back channel digitally focused attendees […]
Snack giant Mondelez (Nabisco, Cadbury, Trident) began trading as a standalone company this week after splitting from Kraft Foods (Oscar Mayer, Maxwell House). CEO Irene Rosenfeld said specialization will let the company focus on expansion, especially in developing markets, per Reuters. That means nailing mobile, since many people in developing economies are skipping PC ownership […]
Advertising and marketing trendspotting has no shortage of intriguing starting points. Take the marketer, for example. With audiences migrating online, knowledge and expertise with dense, digital marketing tactics has gradually competed in importance with the comparatively simple TV “buy.” To survive, and thrive, marketers need to understand tech. They may do by it by partnering […]
La Quinta Inns & Suites is pragmatic about digital media, using it largely as a DR vehicle to drive bookings while spending on broadcast for reach and branding. Mobile is no different. A newish mobile app and website, created by Definition 6, lets guests book a room in four screens on a smartphone. The strategy […]
Joel Ewanick, GM’s ousted chief marketing officer, was a good story while he lasted. For ad publications, chief marketing officers are the most important people in the business. The ultimate arbiters of change in media, they — collectively and individually — can make or break a media partner or a new technology platform. They have […]
Internet advertising is growing everywhere – even in economically bedraggled countries like Greece and Spain. So says GroupM in its new global report looking at measured media spend in 70 countries. The surge comes amid lower than expected growth in overall measured ad spend, both globally and in the U.S. Futures director Adam Smith spoke […]
