Why Digital Agencies Are Indeed Ready to Lead†

They Understand the Technology, the Speed of Iteration and Analytics

Advertising Age, November 12, 2009 — Over the past 18 months, a great debate has consumed our industry: Are digital agencies poised to sit at the head of the advertising table? Depending on whom you ask and what you read, the answer seems to flip flop — with a majority of people still having reservations and making claims that digital agencies aren't ready to lead.

So why does the debate continue? Does offline or online really matter to an oblivious consumer who's only interested in "no-line" communications? Are we spending too much time focusing on who should lead and not enough asking: What's next?

ROI Is a Marketing Problem -- and a Brand Problem Too†

Lee Jeans Embraces Cross-Functional Analytics

Advertising Age, October 6, 2009 — For all the focus on marketing ROI, some companies miss the forest for the trees, because improvements won't happen through tactics alone. They need a new approach, applying marketing analytics to business decisions — call it return on brand — that can more than double marketing ROI through a cross-functional implementation of integrated business analytics.

Marketers, Unlock the Possibilities Within Data†

The Analytics Explosion Demands You Develop a Strategy for Taking Advantage of It

Advertising Age, July 27, 2009 — Fate has played a terrible joke on those thousands of people who entered the marketing and advertising profession to escape the rigors of math. That's because the digital revolution driving the crisis of centricity is all about data, math, analytics, chi squares and sigmas. Everyone in advertising and marketing must recognize that their creative output will be shaped by advanced analytics more than ever before.