Thought Leaders - guest commentary from our community of industry leaders

Local micro-moments are creating new opportunities for modern marketers
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Local micro-moments are creating new opportunities for modern marketers

Location is rapidly emerging as a critical consumer expectation, says a principal analyst at Altimeter.

Koons x Snapchat debate is the ultimate AR story a brand could tell

Koons x Snapchat debate is the ultimate AR story a brand could tell

The debate over augmented reality is a powerful example of how important it is to stay true to your brand purpose.

Inclusivity: The missing denominator behind advertising mishaps

Inclusivity: The missing denominator behind advertising mishaps

Dove had a compelling message it wanted to communicate, but somewhere along the internal process, it got lost in translation, say Stylus' head of media & marketing.

How marketers can make the world sound better

How marketers can make the world sound better

Marketers must apply the same level of rigor and attention that is given to their visual identity to sound, says creative music agency Listen.

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.

Why mobile may be the most creative medium of all
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Why mobile may be the most creative medium of all

Digital and mobile can deliver innovative and creative experiences as meaningful as those on television, says Undertone's EMEA MD.

'Star Trek: Discovery' and CBS boldly go into a brilliantly risky streaming experiment
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'Star Trek: Discovery' and CBS boldly go into a brilliantly risky streaming experiment

The industry is in a muddy television transition period, says Hill Holliday's chief digital officer.

Branded content takes a bow at the Clios
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Branded content takes a bow at the Clios

Compared to just three years ago, there is a sense of excitement and anticipation about the trajectory of the category, says Geometry Global's CCO.

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.

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.

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.

The warnings were real: how to avoid regulatory action against influencers
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The warnings were real: how to avoid regulatory action against influencers

The FTC is closely monitoring marketers, their agencies and their influencer networks, say attorneys at Davis & Gilbert.

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.

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.

Building a brand with purpose
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Building a brand with purpose

Users require a brand that aligns with their values and sparks a personal connection, says Blackbaud's svp of global marketing.

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.

Brands

The new playing field for sports fans and advertisers
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The new playing field for sports fans and advertisers

Here's how brands can capture the attention and hearts of sports fans and turn them into loyal customers, says Oath's head of US field sales.

Building an inclusive brand: lessons from Charlottesville
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Building an inclusive brand: lessons from Charlottesville

Brands are using their platforms and capital to support greater inclusion and diversity, says a strategist at Siegel+Gale.

A brand's one purpose is to provide purpose to its employees
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A brand's one purpose is to provide purpose to its employees

To build a strong core, a brand's highest priority should be instilling its employees with a larger sense of purpose, says Brand Union's senior manager of development.

Creativity

One giant leap for Shonda Rhimes is a small step for ad-kind
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One giant leap for Shonda Rhimes is a small step for ad-kind

Why doesn't the ad-supported world represent the world we actually live in, asks Vitro's CEO.

The secret to great creative is...account people?
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The secret to great creative is...account people?

You can hire the best creative talent, but without a strong partnership with the account team, the venture won't succeed, says JWT Atlanta's CCO.

Can agencies compete on creativity alone?
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Can agencies compete on creativity alone?

All industries are going through digital transformation, including creative agencies, says Mirum's CMO.

Culture

Middle America is emerging as a startup powerhouse
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Middle America is emerging as a startup powerhouse

Far from emulating the excesses of Silicon Valley, these companies thrive on caution, collaboration and community beliefs, says sparks & honey's CEO.

The B2B consumer: marketing innovation to the millennial generation
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The B2B consumer: marketing innovation to the millennial generation

Younger generations want to feel as if their interest, and not just their money, is genuinely valued, says Elsevier's senior strategic marketing manager.

Let's not take ourselves too seriously
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Let's not take ourselves too seriously

Key learnings from a 6-year-old at 'bring your kids to work' day

Media

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.

Using data to find the unexpected audience
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Using data to find the unexpected audience

Data at its most granular gives brands deep insights into their customers

The 6-step cure for senioritis
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The 6-step cure for senioritis

A former creative director and associate professor of advertising design shares strategies to shake off the doubt and land that first job.

People

Your career is a collective effort
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Your career is a collective effort

Arnold Worldwide's new U.S. CCO gives credit where credit is due.

No, let's not take a step back
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No, let's not take a step back

Hey, "Big Picture Guy," your timing stinks.

What marketers can learn from Lavar Ball
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What marketers can learn from Lavar Ball

The retired football player and founder of Big Baller Brand is proof that you don't need an MBA to be a successful marketer, writes mono's creative director.

Technology

Robot overlords or perfect partners?
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Robot overlords or perfect partners?

AI could be the secret to happy, healthy brand relationships, says Phenomenon's strategy director.

How podcasts became the new soap opera (and what brands should do about it)
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How podcasts became the new soap opera (and what brands should do about it)

Marketers are looking for new channels to more deeply connect with consumers, says Day One Agency's CEO.

Elon Musk is worried about AI. Should you be?
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Elon Musk is worried about AI. Should you be?

Aside from preventing Armageddon, the creative and marketing industry is responsible for shaping AI in a way that supports the greater good, says Critical Mass' CSO.