Top CMOs on Twitter as Reported by: Systemic Marketing
July 30, 2009
Be sure to follow Kent Huffman on Twitter: @KentHuffman
These are the top 45 Chief Marketing Officers in the U.S. who 1) provide useful content and consistently engage with their followers on Twitter, 2) truly "get it" when it comes to the best ways to use Twitter and other forms of social media, and 3) were active on Twitter as of July 29, 2009. Please let Kent know if he has missed any CMOs who have 250 [Read More]
Following the brief is the fastest path to mediocrity. You will end up looking and sounding just like every other agency in the room. You'll also end up providing what the client thought they wanted. After all, we all know that what they request in the brief is rarely what they go with in the end. To make matters worse, the decision-maker probably didn't write it.
Job one is to reinterpret the brief. A few simple questions to consider:
1) What does this client really need to impact [Read More]
Clients are bombarded with outreach from agencies. In fact, not just from agencies... but printers, magazine reps, radio reps, research companies, etc., etc.
Given all the agency cliches, it's become difficult to have anything unique to say.
At the end of the day, clients want one question answered:
What do you have for me that will help my business?
Social media (even just through blogging, Facebook, Twitter) becomes one good tool for communicating your "business-building insights" with prospects: (1) You can first learn about each prospect, better understanding them and [Read More]
Undoubtedly you've seen the headlines about Coca-Cola's new mission in life:
"Coca-Cola is trying to start an industry-wide movement toward a "value-based compensation model like the one its adopted that promises agencies nothing more than recouped costs if they don't perform -- but profit margins as high as 30% if their work hits top targets." as reported in AdAge by Mullman and Zmuda.
I can understand Coca-Cola's desire to pay a fee for only those initiatives that achieve predetermined (and mutually-agreed upon) objectives. And if structured appropriately, this [Read More]
Although the industry prides itself on cutting-edge creativity and innovation, it can be one of the best cliche factories known to mankind.
Case in point, here's copy from one agency web site:
"Times have changed. You can no longer talk at consumers. We are a new type of agency; we use a unique fully-integrated, idea-driven approach that builds a dialog with consumers. Driven by passionate people, powerful creative, medium-neutral solutions and a relentless results-driven focus, we activate brands, turning consumers into advocates."
I have a personal [Read More]
