Archive for Jeff Gundersen

8 Pearls of Marketing

Posted by Jeff Gundersen on February 5th, 2014 at 12:14 pm

We are always looking to share Marketing "best practices" and highlight CMOs who are stars and game changers in the companies and industry sectors.
Marty Homlish, CCO at HP and former global CMO at SAP, is a marketing star and we are pleased to include a link to his 2013 ANA article and highlight Marty's "8 Pearls of Marketing."
Complete Article:  Marty-Homlish-ANA

Communicate with your team. Never assume everybody understands what you’re trying to do and how you intend to get there. Always make yourself available for questions and feedback.
Reach out to your peers. Successful marketing is a team effort across many disciplines — creative, IT, web development, just to name a few. Make sure you understand their requirements, limitations, and priorities — and establish a foundation of trust and good working relationships.
Agility matters. Plans and circumstances can change in no time. When that happens, embrace the change and get the job done.
Be authentic. Nobody knows your brand better than your fans. Don’t disappoint them by trying to be something you’re not.
Approach the bandwagon with caution. The “next big thing” may or may not be just that. Do your homework before jumping aboard.
Focus on what’s essential. Bill Hewlett and Dave Packard said that... Read more

Short-Form Content Is A New Media and Entertainment Priority

Posted by Jeff Gundersen on October 10th, 2013 at 3:03 pm

One of the most interesting conversations during Advertising Week 2013 was Michael Kassan, CEO of Media Link, interviewing Jeffrey Katzenberg, DreamWorks Co-Founder & CEO of DreamWorks Animation regarding the future of media and entertainment in the face of the current technology changes.
Creating New Opportunities in the Content Creation Business
Rather than feeling media and entertainment companies are facing a diminishing and fractured market, Katzenberg indicated there has never been a better time to be in the content creation business.
He indicated new, smaller mobile screens (smart phones and tablets) which are with people constantly...have created new opportunities for short-form content including both news and entertainment. Katzenberg talked about Brian Robbins, Founder & CEO of Awesomeness TV, an exceptional storyteller and producer of TV and motion pictures. Robbins has now shifted and is devoting 100% of his energy producing short-form content.
Katzenberg indicated new technology (and devices) have created an opportunity to fill the "waiting time" in people's lives...short windows when people are waiting for a bus, waiting in line, etc., and are passing time accessing their mobile devices. Awesomeness TV is already one of the leading producers of content on YouTube and he expects this sector to represent a new opportunity for growth in entertainment... Read more

DMEF Rebrands to create a MarketingEDGE

Posted by Jeff Gundersen on June 13th, 2013 at 11:50 am

MarketingEDGE is launched…… to Educate, Develop, Grow & Employ the next generation of marketing leaders!
At the Direct Marketing Educational Foundation (DMEF) annual “Rising Stars” Awards Dinner Tuesday night in NYC, Terri Bartlett – DMEF President  - announced the rebranding of the organization introducing a new name – Marketing EDGE (www.MktgEDGE.org), aligned with the organization’s mission to Educate, Develop, Grow & Employ the next generation of marketing leaders. This rebranding clarifies the organization’s mission and vision to all constituencies including students, corporations/employers, academics/educators and individuals.
“Rising Stars” Recognized & Celebrated
The evening was a major fundraising success with record-breaking attendance… in excess of 400 people created a “sold-out” event at Three-Sixty in a trendy downtown NYC venue. The evening celebrated 6 of the marketing industry’s “Rising Stars” (40YO and under) including JP Lind – Co-Founder SpotRight, Matt McGowan – MD, Americas – Incisive Media, Kim Postulart – Marketing Director – Democratic National Committee, Brion Roberto – Global Head – Digital Marketing & Social Media – Diageo, Slavi Samardzija – EVP, Market Intelligence – Wunderman/KBM, and John Wernz – EVP & CMO – Wealth Enhancement Group.
These next generation marketing leaders are steeped in digital marketing, marketing technology, analytics, social media, and mobile marketing skills. This... Read more

MMA 2013 – NY Forum Recap

Posted by Jeff Gundersen on May 14th, 2013 at 12:40 pm

The MMA-NY 2013 Forum filled the Marriott Marquis Hotel in NYC for 3 days, the eye-opening information, the program/content was excellent, and both the attendees and presenters confirmed MOBILE is rapidly becoming the next NEW media channel. These are exciting times for both the advertiser and consumer alike.
What other media channel can compare with this?
Consumers are rapidly adopting mobile devices and behaviors and spending an average of 2 hours per day on smartphone devices. We are rarely separated from them, and we check our phones every 6.5 minutes (or 150 times daily). 
MOBILE advertising grew by 88% in 2012
While MOBILE ad/media spending is only 1% of total media (vs. 10% share of consumer media time), MOBILE advertising grew by 88% in 2012 (from $2.4B to $4.5B). MOBILE ad spending growth to-date has been limited by marketers/agencies challenges in creating MOBILE ads designed specifically to take advantage of MOBILE devices. Chia Chen, SVP Mobile Practice Leader at Digitas indicated their client's mobile ad spending grew by 400% (4X more rapidly) because their ads for Amex, Taco Bell, M&Ms and other clients treated smart phones as "small TVs" and incorporated richer media, and more native creative palettes.
Global Tablet Advertising Study - Results Presented
Beth Doyle, Innovation Director... Read more

Managing Change – Respond Instead of React

Posted by Jeff Gundersen on March 19th, 2013 at 12:53 pm

The world of work as we have known it is changing and evolving at an extraordinary pace. The "rules" of the past no longer apply, and new "rules" are being written and rewritten all the time.
Changes can be unsettling, whether they're potential or actual, positive or negative. You may be gearing up for a promotion/new position, staring at a wide-open field of new prospective clients, or launching new products and services. Or you may be hunkering down in the face of outsourcing, downsizing, mergers/consolidations, takeovers, and local or global competition. 

Consider the Changes Taking Place at Yahoo!
Yahoo CEO Marissa Mayer has certainly unleashed enormous, untold passions about how, when and where people should work at Yahoo.
The recent, now infamous, change requiring Yahoo employees to work in the office instead of telecommuting from home has been likened to the shot heard round the world.
No less than a great war has ensued and Marissa Mayer has been villainized and vilified by some and verified and validated by others.
It is no secret that Yahoo has been struggling to keep pace with the likes of Apple, Facebook, and Google, all of whom have strong in-office cultures and not coincidentally, strong revenues to match.
In Our Opinion...It’s not about... Read more