2023 Advice from Yahoo SVP Jen Whelan
We’re leaving behind a crazy year and need to turn our attention to a new year with both new and continuing challenges. What should we be focused on as marketers as we approach the new year? To answer that question, we spent time with our friend (and Yahoo SVP Marketing) Jen Whelan. It’s hard to […]
How OKRP Won Burger King
By Steve Boehler with OKRP CSO Nate Swift Burger King. An iconic brand. Over 7,000 restaurants in over 3,000 United States cities. A brand supported by a rich history of agencies like Crispin Porter & Bogusky, BBDO, McCann, Y&R, JWT, DMB&B, N.W. Ayer, Lowe Lintas & Partners, Ogilvy, Saatchi & Saatchi and McGarryBowen. Along with […]
Marketing leader tips on prepping for an unpredictable 2023
What an end to a crazy year! With a truly bizarre 2022 wrapping up, CMOs and marketers everywhere are looking ahead to 2023. And the road ahead is full of unknowns. What can marketers do to hit the ground running and be ready for the unknowns that 2023 will bring? Here are three key tips […]
Agency leaders should sign The Project 47 Pledge (& this should matter to CMOs)
Our good friend Alan Brown of the fine small agency DNA recently shared this story with us over coffee: a recent industry survey was suggesting that an exceedingly small percentage of agency employees were self-identifying as LGBTQ+. We were terribly surprised by the data. It just didn’t seem to fit in the bubble we were […]
Getting it Write: The Art of Written Agency Proposals that Win
Your agency has advanced in discussions with a prospective client far enough that it is time to deliver a written proposal. This may or may not be the final step; there may be presentations after the written proposal or there may simply be a Q&A discussion and perhaps some negotiation. Regardless, when it comes time […]
CMOs & Agency Execs: Share of Search is a powerful proxy and predictor of Market Share
C-suites everywhere are looking to marketing to be aligned with overall C-suite goals. They are, in essence, looking for marketing to both sign up to help deliver on major company goals and to be able to explain marketing’s contribution to overall company success. A sound starting point is for the CMO, marketing staff and agencies […]
CMOs and agency execs can learn about customer centricity from the best (and worst) of Hollywood
Hollywood entertainment is a fascinating world. Huge mega hits often arrive side by side with financially disastrous movies. It’s a high stakes environment. What’s the key to success? I believe it is customer centricity, like in most (all?) markets and categories. Unfortunately, not all Hollywood directors understand this, to the detriment of their investors. Marketers […]
CMOs: How to Get the Best from Your Agency (with FIG’s Judith Carr-Rodriguez)
FIG’s Judith Carr-Rodriguez By Steve Boehler with special guest Judith Carr-Rodriguez It seems like every day there is an even greater emphasis on a company’s return on marketing and advertising investment than the day before. CMOs are under intense pressure to deliver better results and they expect even greater productivity from their agencies for less […]
How to Run a Modern Agency Review in a Few Quick Sprints
Every year there are hundreds of agency selection processes in our industry. Earlier this year we shared the principles that guide our agency review process. We developed these principles with an eye towards effectiveness on behalf of our clients and respect for agencies. However, while we run a sizeable number of reviews and are a […]
Balancing Brand & Performance Marketing Investment with Marketing Star Doug Brames
There is a large and growing body of evidence that the best long-term results are achieved via a balance of both longer-term brand impacts and shorter-term performance efforts. Much has been written on the topic, and many experts have shared their research and philosophies. From Byron Sharp’s books to Peter Field’s and Les Binet’s research […]