The Inside Scoop

  • The Global Shift

    March 19, 2014

    A recent article in Ad Age detailed the seismic shift in global ad spend over the past eight years (2005-2013) with online spending nearly quadrupling in that timeframe. In fact, online media buys have eclipsed newspaper, ranking second (behind television) and eroding other channels—most notably …

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  • What Makes a Strong Brand?

    March 17, 2014

    The term “brand” has been used to describe everything from company logos to corporate gestalt. In fact, brand is an amalgamation of things including the name or symbol used to identify your company, products and services, the essence and values of your company as well as the assets and liabilities …

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  • Global Branding On Ice

    March 12, 2014

    When you're marketing a global brand, you need to be on your toes—especially when you’re promoting Disney On Ice. Produced by Feld Entertainment, the visual tour below gives you a sense of how our original materials migrated as the show made its way around the world. I’ve always been fascinating by …

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  • Engaging a Global Workforce

    March 10, 2014

    No matter what your business challenges are, the first step is always to build a connection between your employees and your brand. To do this well, you need to provide a meaningful answer to the question “What’s in it for me?”

    We’ve all heard the stats—disengaged employees cost companies billions …

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  • Brand. It’s All Global, Isn’t It?

    March 03, 2014

    Brand is such a far reaching term, and its meaning has evolved dramatically over the past decades. Years ago, brand most likely referred to the logo or identifier a company used to distinguish itself in the marketplace, plain and simple. But when consumers began seeing more brands in more marketing …

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  • Seizing Opportunities for Improvement

    February 24, 2014

    Seven months ago, I was given the opportunity to lead the Corporate Marketing team at Nationwide. Prior to this, I served as CMO of our Property & Casualty business unit and most recently, led of our Financial Services marketing team.

    Now that I’m on the “other side of the desk,” there are …

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  • Our Constant Evolution

    February 19, 2014

    The in-house team at Boston University has changed a lot in recent years. We’ve gone from a customer service group to a project management group to an account management team. And we're going to change—or should I say, evolve—even further.

    Early on our group was exclusively focused on print-design …

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  • Meet Two New Board Members

    February 17, 2014

    This month, IHAF is exploring the topic of Operational Excellence and what it means to in-house agencies. As part of this series, I asked the two newest members of IHAF’s Board of Directors, Mark Gibson, Assistant VP of Creative Services at State Farm and Wayne Barringer, Director of Creative …

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  • Embracing Continuous Improvement

    February 12, 2014

    As a recent returnee in house (after 18 years at NY ad agencies), I’m learning to adapt to a larger environment and a corporate culture where our clients are also our colleagues.

    One of the biggest advantages I’m seeing since my return is that everyone, no matter what their function, knows the …

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  • Do You Want it Fast, Cheap or Good?

    February 10, 2014

    We may be witnessing a harmonic convergence of sorts in the name of operational excellence. While the inclination for any business may be to try to do as much as it can with the resources it has on hand, that’s not always effective. Sooner or later, what seems like the fastest, easiest path to …

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