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Deloitte Digital Buys Creative Agency Heat

Management consultants are moving deeper into Madison Avenue’s territory. Consulting firms have spent years working with chief executive officers and chief information officers on tasks ranging from developing high-end business strategies to implementing new technology. Now, they are increasingly targeting the chief marketing officer as the marketing segment of the C-suite is becoming more responsible […]

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The Economist: Finding New Readers With Creative Programmatic Display

For a while now, many have bemoaned the lack of creativity in display and programmatic advertising. The Economist bucked the trend last year, creating one of the most eye-catching and witty campaigns of 2015, and winning a Masters of Marketing award in the process. Proximity London was behind the work, marrying provocative content and contextual […]

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The Marketing Savvy Powering TripAdvisor’s Global Growth

TripAdvisor knows a thing or two about growth. In 2014, the world’s largest travel site saw 1.246 billion in revenue, an increase of 32% over 2013. The company’s product offering has expanded too. TripAdvisor’s Instant Booking Platform has growing steadily since its rollout in 2014; Priceline’s Booking.com was recently added to its roster of participants. […]

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Three Myths About the Digital Economy

The digital economy is bigger than you think. Much bigger. Some call it the Second Machine Age. The Germans refer to it as Industry 4.0. In Davos, the World Economic Forum has crowned it the Fourth Industrial Revolution. No one is playing down the future impact of digital. But there is a danger that many […]

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Why Simple Brands Win

The greatest brands make life simple. Think Google, Amazon, or even Dunkin’ Donuts. They cut through the clutter by delivering what consumers want, when they want it, without hassle. By simplifying customer experience in a complex world, these brands win customer loyalty, which drives business results and creates value for shareholders. For the past six […]

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Competing on Customer Journeys

The explosion of digital technologies over the past decade has created “empowered” consumers so expert in their use of tools and information that they can call the shots, hunting down what they want when they want it and getting it delivered to their doorsteps at a rock-bottom price. In response, retailers and service providers have […]

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Localization Lessons From Netflix’s Passage to India

During the past few months, leading streaming service Netflix announced major updates to its service that indicate a turn toward emerging markets: carrier billing and in-app subscription sign-ups–two vital elements in these regions. Most recently, chief executive Reed Hastings announced the company may begin to produce Bollywood content, hinting that Netflix is about to dive […]

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Are Facebook’s Instant Articles Actually Beneficial to Publishers?

For most of their history, media companies have controlled the two great pillars of publishing success: production and delivery. They owned the content we wanted and the the means of delivering it — and therefore monetizing it. But that’s changing rapidly. Distribution is no longer a competitive advantage: content isn’t constrained to any one time, […]

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