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Borrowing On Equity

Borrowing On Equity

One of the tenets of advertising used to be aligning your brand with content, borrowing on the equity of a TV show, a magazine, a radio personality, etc. to appeal to their audience. When I ran the Victoria’s Secret media buying account (1999 – 2003), we conducted...

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Myths vs Realities

Myths vs Realities

We lost a client recently because believing a myth was easier for them than first-hand evidence of reality. The myth is that larger media buying agencies secure better pricing on their TV buys than a smaller, independent media shop. Never mind the evidence we had for...

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Cracks in The Walled Gardens

Cracks in The Walled Gardens

For some time, we’ve been referring to Google and Facebook as a duopoly as it relates to digital marketing. Many marketers spend the majority of their digital efforts with these two entities mainly because the stats and results have been phenomenal. But are they...

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Newfound Relevancy…Or Is It?

Newfound Relevancy…Or Is It?

As we all gather in our homes during this unusual circumstance and try to be productive—or not—one ancillary factor is bound to be an increase in TV viewing. In a few of the conversations I’ve had with some of my colleagues they’re seeing it as a boon for traditional...

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A Matter of Execution

A Matter of Execution

Last week in a meeting with a new client the question came up whether their lackluster sales growth is because their strategy is off or whether it’s an outcome of poor execution. I thought of my favorite quote from Isaac Asimov “The true genius of any plan lies as...

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Buying Media Without Strategy Is Wasting Money

Buying Media Without Strategy Is Wasting Money

As we enter a new year and everyone is thinking about their resolutions it’s time to step back and rethink the approach to media buying. While tough media buying will save you money, smart media strategy will MAKE you money. You need a well thought out media plan to...

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Regaining Control

Regaining Control

Hearst just announced that they are launching their own self serve platform. There are many reasons why this is a good idea for both the publisher and the marketers.

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Square Peg, Round Hole

Square Peg, Round Hole

Smaller brands or simple portfolio companies should be focused on growth, not costs. Their media buys should be curated to their unique targets.

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