Like Sponsorships, Content Marketing Requires Connecting With Audiences: Momentum Worldwide’s Weil

LOS ANGELES – If you could hold a mirror to the current world of content marketing it would largely reflect what’s been happening for a long time in sports and entertainment sponsorships. One of the elemental rules is that just borrowing enthusiast audiences doesn’t cut it unless you actually connect with them. “It’s not about […]


Ad Creative Has Short Life, Demands are Greater Momentum’s Chris Weil

Creative content for advertising has a much shorter shelf life in this fast-moving digital world, says Chris Weil, Chief Executive Officer for Momentum Worldwide, in an interview with Beet.TV. “The distribution channels have changed so dramatically and we need to look at content in a different way,” he says. In the past marketers could build […]


4A’s Chairman Chris Weil: Data Will Illuminate What Works in Ads

LOS ANGELES — The old adage of “50% of my ad budget works, I just don’t know which 50%,” may no longer hold true, says Chris Weil, Chief Executive Officer for Momentum Worldwide and the chairman of the 4A’s during an interview with Beet.TV at the 4A’s conference in Los Angeles. That’s because of the proliferation of […]