If you’ve been around advertising long enough, you’ve heard of the AKQA Lego Brief. It’s an exercise that they’ve been doing for years as part of the hiring process with Job applicants of a certain seniority. Recently I was considering moving to London to take a position as a Program Director on their Rolls Royce… Continue reading My response to the Infamous AKQA “Lego Brief”
((This article, originally commissioned by the Deloitte CMO program, duplicated here with permission)) I’m a maker at heart; I love to build and create. I love to tinker and experiment, and I love to stand back to take pride in the results. While I consider Account Management a creative endeavor, relationships, as a result, are… Continue reading Be a Sam, don’t be a Lara :: The importance of stellar Account Management in the age of Advertising 2.0
I’ve always been a bit of a fanboy of the Ideation and Design Thinking firm IDEO – and I’m finally taking some courses at their school here in San Francisco. My second class, “Storytelling for Influence” is packed with creative thinkers from all over the world and already proving to be a great experience. This week saw us creating a… Continue reading My Experience at IDEO U
This week we’re considering the concept of Users Not Customers as defined by Aaron Shapiro, CEO of Huge. This is not a new concept. You might remember the story of the customer who returned a set of snow tires to Nordstrom – despite the fact that Nordstrom doesn’t sell tires. He was treated as a… Continue reading Users Not Customers
Trading brand integrity for short term gain is a costly rookie mistake and Frequent discount campaigns could be trashing your brand. How did Cancun become a discount destination for Spring Break? In 1988, the average room was around $300 – it was an exclusive, up market resort town. Then hurricane Gilbert came along, trashed the… Continue reading Cancun, a study in short gains that wrecked a brand
Cannes was more fun than usual this year. Sure, my own mood was regularly lifted by the gigantic ball pit that we set up for the Young Lions students, but I wasn’t the only old-timer feeling the difference. For one thing, the festival is shrinking. 2018 saw only 75% of the attendance of 2017 and… Continue reading Here we go aCannes :: 2019
Last week I spent a long weekend attending the interactive portion of SXSW and I’m here to you, our people have no chill. TL;DR: You never really see the “Future” of things at these events but you do get a sense of what your collogues are thinking/worrying about and what will likely dominate our industry’s… Continue reading SXSW 2019 :: The Robots Are Coming
Last Tuesday, I was lucky enough to present at the latest AIGA Buzz gathering. My good friend Diana Merkel hosts the event and got me involved late last year. We brainstormed on a topic and landed on “How to establish and build your personal brand”. I’m by no means an expert on this subject but… Continue reading I talked to some Gen Z’ers today, and it was awesome.
Here’s an Editorial example from 2015. Personally I fall somewhere between mild irritation related to the incorrect usage of the language and an “Oh god, here comes this jackass schooling us on dangling participles on Facebook again”. Regardless of your thoughts on the subject, the results of this study are worth a gander. ________ What is it… Continue reading Are you smarter than a prescriptivist?
Remember green washing? Some marketing specialists claim that it stymied the long term acceptance of the Green movement by mainstream consumers. The sentiment was there – in 2007, 9 out of 10 shoppers felt that the environmental impact of a product was important to consider when making a purchase, and 7 out of 10 would… Continue reading The Made in America movement :: Growing up and going strong
bettsblog 