When the work ends, it starts.

Very few advertising people will recognize or accept this dark, dirty little secret. In the world of traditional advertising, when the ad goes on air, the feeling is that the work is done. Sure, there will be some research feedback, but chances are it will be some...

How viral really works.

For everyone who works or plays on the internet, going viral is a dream. It is the digital equivalent of word of mouth and it is free and it is fast. The numbers are stunning. Over 80% of internet users have shared some type of content. Over 60% do so once a week....

Always have an awareness plan.

“If you build it they will come”. This is a famous line from a movie called “Field of Dreams” starring Kevin Costner. In it, a man builds a baseball field in the middle of a corn field and by some act of magic, the ghosts of great players appear and play on it. It is...

Make data your friend.

In the old days of traditional marketing, a lot of companies liked to refer to themselves as “data driven”. Decisions were based on numbers and the process was ongoing. The world of Advertising 2.0 takes the concept of “data driven” to a whole different...

Move from integration to unification.

Just like man has evolved over time, so has advertising. Here is a rough chronology. In the beginning there was Advertising. There were one or two media available and the objective was to let people know that you product existed and to Brand it. As more media became...

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