Madison Avenue is infamous for generating expensive, overwrought creative presentations that hijack agency resources and time for days (if not weeks). Under this model, when responding to a Request for Proposal (RFP) generated by the potential client, agencies compete and the winner is rewarded with a long-term retainer that justifies the energy expended on the pitch.
2010: RIP RFPs
By Rebecca Garnick Ast | Published February 12th, 2010The $52,000 Customer
By Brad Schwarzenbach | Published October 13th, 2009
I’ll be honest, it’s not always easy to convince VPs and CMOs that digital content marketing is much more effective than mass reach ad spends. It can be daunting to reverse the course of traditional thinking. However, if you’re armed with real-world examples, you’ll probably be more successful.
Nokia Conversations Keeps Discussions Going
By Josh Cole | Published September 16th, 2009Nokia Conversations serves as a launchpad for other kinds of interaction. Once you get the behind-the-scenes content, you are easily led to other types of interaction. Nokia Conversations is high-quality, relevant behind-the-scenes content that works extremely well. It’s not just about being a destination for conversations, but about starting them and keeping them going.
You’re Not Marketing at Them, You’re Marketing with Them
By Andrew Davis | Published August 11th, 2009Budget Strategy and ROI (Part 4 of 6) This series asks the tough questions about evolving marketing strategies and the benefits and returns you should expect and plan for. Re-defining marketing success Marketing in the online space requires a change from conventional thinking — but just a little one. Good business practice suggests calculating your…