IBM’s Hammer: A Brand Is a Great Place for Creatives

ORLANDO – The recruiting and training process on IBM’s marketing team doesn’t necessarily target those with a traditional marketing background, according to chief content officer George Hammer. In an interview with Beet.TV, Hammer explained how hiring creatives of all backgrounds can yield more meaningful results. Hammer describes how the evolving roles of a marketer are […]

 

‘We’re Selling Trust And A Relationship’: IBM’s Hammer

CANNES—Having just celebrated its 108th anniversary, IBM is doubling down on core values. “That’s how all businesses future proof themselves is maintain that trust, that transparency, having an ethical stance and delivering that purpose to audiences,” says Chief Content Officer George Hammer. “When you see brands lead their creative with a purpose, I think people […]

 

Why Less Can Matter More When Brands Seek Consumer Engagement: IBM’s Hammer

ORLANDO—For brands trying to engage with consumers, “making less matter more” is a much better business strategy than simply creating tons of content and not being channel-specific in the process, says IBM Chief Content Officer George Hammer. “I don’t think we should try to mimic business models that aren’t necessarily thriving,” Hammer adds in this […]

 

Digitas’ Hammer: Embracing ‘Unowned’ Platforms Boosts Ad Effectiveness

Brands should chill out about not having control of popular new online platforms and embrace them with unique, native ad creative, says a Publicis digital executive. “People who engage with video on a brand-owned site are watching, say, a minute of it,” according to Digitas media group director George Hammer. “When you take that content […]

 

Digitas’ Hammer: Let Ad Viewers ‘Choose Their Own Adventure’

NEW YORK — George Hammer has hit on the recipe for online video ad effectiveness: it’s all about empowering preroll-weary viewers. “We at Publicis’ looked at about 50 different types of online video formats and 100 different executions,” said the VP and media group director of Publicis’ Digtias agency. “What we found was, when we […]