Fox’s Joe Marchese Explains The ‘Two-Step Process’ Of TV Advertising ROI

As someone who is responsible for television advertising sales, Joe Marchese is bullish on the medium. But as a viewer, he wants a lot more in return for his investment of time. “I love what advertising affords and supports content and storytelling,” but the current “incarnation of the market” has just been between publishers and […]

 

FCB’s Halper: Onus On Brands To Create Entertaining Content

If storytelling will be over “when the world is perfect” is true, advertisers would seem to have nothing to worry about. However, storytelling is everywhere and it’s very easy for consumers to avoid. There is a parallel here to the 2018 Cannes Lions International Festival of Creativity. While there is a category for Brand Experience […]

 

Technology ‘Moving The Conversation’ From Addressable To OTT: Magna’s Cohen

As the U.S. addressable linear television footprint continues to grow, OTT is “here and now and scaled, and we are definitely seeing dollars flow in that direction,” says Magna Global’s David Cohen. “Whether it’s Roku or whether it’s Amazon, it’s a very, very big growth engine for us.” Amid the TV Upfront negotiating season, consumers […]

 

Cannes Needs To Revisit Its Creative Core: Dentsu’s Ray

Like many people attending Cannes this year, Doug Ray is looking for a return to the “core” of what the International Festival of Creativity was meant to celebrate: creativity. “Cannes has changed so much since the first year I went, which was 2006. It has become the new CES in some respects. It’s become an […]

 

As President Of Creative Spirit, OMD’s Rossi Will Spotlight Neuro Diversity At Cannes

What started at Advertising Week last year—a movement called Creative Spirit that helps people with intellectual or developmental disabilities enter the advertising and marketing workforce—moves to the main stage at this year’s Cannes International Festival of Creativity. As Creative Spirit’s Co-Founder and President, OMD CMO Laurel Rossi sees the move to Cannes as a sign […]

 

Omnicom’s Warren Helps Place Diversity In The Cannes Palais Spotlight

At last year’s Cannes Lions Festival of Creativity, Omnicom Group’s Tiffany R. Warren participated in a “beachside conversation” about the importance of diversity in hiring. Reflecting on that panel discussion, “I thought this is a topic that needs to be in the Palais,” the main building at the international event, Warren recalls. This year at […]

 

Dentsu’s Ray On The Future Of TV Buying, Brands ‘Owning’ Customer ID’s

As more Dentsu Aegis Network clients dedicate budgets to addressable or audience-targeted television, Doug Ray envisions a future in which only advertising avails on live TV will be negotiated the old fashioned way. “All other TV, particularly all the long tail of cable, will be bought through programmatic or audience targeted terms,” says Dentsu’s President […]

 

MEC’s Tej Desai: Raising The Perception Levels Of Marriott’s 30-Plus Brands

ORLANDO – Marriott hotels knows a lot about what people talk about on social media and it’s become “a content machine” fueled by data and technology. “In our work for Marriott, we talk about customer centricity all the time,” says Tej Desai, Managing Partner at agency MEC. A year ago, Marriott itself comprised 19 different […]