Big Data vs. Insights

Over the last 20 years and the emergence of digital as a central element behind marketing and advertising, the industry had gotten smarter and smarter, creating an expanded set of new metrics: dynamic segmentation modeling, click-through rate, impression share, engagement rates, share of voice, bounce rate, etc. Even with these, it is still very hard […]

Do Awards Matter? Hell Yes They Matter!

I read recently that awards in the ad industry have lost meaning, that they now longer matter. While I would agree that their relevance has changed, overlooking their role in landing (and retaining) business shouldn’t be ignored. So how important to advertisers are the creative awards in reality? In this era of data and technology, […]

Nativism and the New Innovation Landscape

The U.K.’s vote to leave the EU and America’s election of Donald Trump have both been credited, in part, to a rising tide of nativism, anti-immigrant fervor, and the belief that excluding people will boost the economy. Many native-born voters believe foreigners will (or have) hurt them economically. And with manufacturing on the decline in […]

Love, Passion, and Attachment

Brand love is a rich concept in the field of consumer behavior. If the consumers love a brand, then sales volume of the brand will increase, as brand love gets transformed into brand loyalty. So, marketers should formulate appropriate strategy so that the brand has a strong emotional appeal and target customers fall in love […]

84 Lumber and the Power of Brands

By now, everyone is discussing the 84 Lumber ad that ran during last night’s Big Game. For the few unfamiliar with the ad, a Mexican mother and daughter, who appear to be on their way to the United States, survive the perils of migrating from their home and ultimately come across a depiction of an […]

Relativism and Marketing, The Good and the Bad

Cultural Relativism is the view that how we interpret the world, which vary from culture to culture, are equally valid and no one system is really “better” than any other. A key component of cultural relativism is the concept that nobody, not even researchers, comes from a neutral position. The way to deal with our […]

Advertising for a Better World

Advertising is a visible face of business and as such, often takes a fair amount of heat– sometimes deservedly, sometimes not. We are at the heart of every argument against consumerism, questionable corporate practices, etc. And there is some truth to the criticisms that arise. But it’s worth noting that as an industry, we have […]