Just because your ad's in-screen doesn't mean your ad's been seen—a viewability nursery rhyme for the marketer set.
Following its streak of 2012 Tony Award wins, Once the Musical expands its audience with an intelligent campaign that cleverly capitalizes on existing buzz.
Direct Agents, a full-service digital marketing agency, introduced mobile marketing with its Direct Agents 3.0 services on May 1, enabling the agency to extend its core services onto a mobile environment, said Josh Boaz, managing director and co-founder of the company.
Aaron Herrington, cofounder of and partner at Modea, discusses why transparency and customer engagement are de rigueur in a digital age.
Bob Lord, global CEO of Razorfish, has added VivaKi network agencies Big Fuel, Denuo, Digitas and Phonevalley to his responsibilities, he said on Dec. 5. He replaces former Digitas CEO Laura Lang, who previously oversaw these assets prior to being named CEO of Time Inc.
Publicis Groupe-owned digital agency Razorfish has named Jeff Lanctot chief media officer. He will join the company Oct. 5, reporting to global CEO Bob Lord.
List Services Corp. has acquired digital marketing firm Accession Media. The company will combine Accession with its LSC Digital arm to form Allora Media.
Publicis Groupe has acquired a majority stake in social media agency Big Fuel, in its second major acquisition in three months. The Paris-based holding company will align the shop under the VivaKi network, which operates digital agencies Digitas, Razorfish, Starcom MediaVest Group and Zenith Optimedia.
Euro RSCG New York has hired Allyson Witherspoon as global digital brand director, agency CEO Jeff Brooks said July 12. She replaced Maryann Pulvirenti, who left her position as the agency's client services director in April.
Marketing agency CreateThe Group said June 20 that it has acquired Morpheus Media. New York-based CreateThe Group will rebrand the digital shop Morpheus Media, a CreateThe Group company.
LG Electronics, the consumer electronics brand, has appointed iCrossing its global digital agency of record. The firm will be responsible for LG's overall global digital strategy, media, creative and the development of search, social and mobile programs.
L'Oreal has named R/GA digital AOR for its luxury products division in the US, the brand said May 12. The agency will be responsible for L'Oreal's comprehensive digital strategy and execution for a number of consumer product brands.
Draftfcb has acquired London-based digital agency Blue Barracuda. Draftfcb will incorporate Blue Barracuda's 60-person staff into its London office and rebrand the combined agency as Draftfcb London: Fuelled by Blue Barracuda.
Huggies has named Ogilvy & Mather its digital AOR. The agency will help the Kimberly-Clark brand grow online media into a bigger part of its marketing mix, said Jeff Jarrett, global digital director at Huggies. The agency will work on all online communications, including email and mobile campaigns, website management and the brand's "Enjoy the Ride Rewards" loyalty program.
Advertisers face an ever-growing list of media buying options as the proliferation of digital permeates the industry. Given the sheer magnitude of choices, over-extended marketers often must turn to their agencies to determine the best fit to meet their goals.
Marketers modestly increased spending on various media in the fourth quarter of 2010, according to the Direct Marketing Association's quarterly business review. A majority of marketers also told the industry group they are optimistic about the near term.
WPP Digital will merge four of the holding company's agencies into new shop Possible Worldwide on February 17. The holding company will combine New York-based Schematic, Cincinnati-based Bridge Worldwide, Singapore-based Blue and New Delhi-based Quasar after a year and a half of planning. Former Schematic chief executive Trevor Kaufman will lead the New York-based agency as global CEO.
Food products distributor McCormick & Co. has named R/GA its digital AOR after an RFP process. The agency search took place last fall and involved four agencies, said Laurie Harrsen, director of PR and consumer communications at McCormick.
AAA has hired iCrossing as its digital AOR after an RFP process that began last summer, the companies said this week. The agency replaced Razorfish in the role. ICrossing had previously worked with four of the automotive organization's regional clubs since 2009.
Holding company Publicis Groupe's full-year 2010 revenue increased 19.4% to $7.4 billion, compared with 2009. The company's full-year net income also increased 30.5% to $715.6 million compared with the previous year. Publicis' digital work accounted for 28% of total revenue last year, an increase of 5.6% compared with 2009.
Company of the week
As the leading source for direct marketing youth data, alloyASL connects your brand to consumers with extensive and unparalleled industry expertise in data content, aggregation and analytics of the youth, young adult and student demographics.
Retailers' Thanksgiving Day sales pitches came in heavy via email.
Key passages from the mailing industry's anti-exigency appeal to the Postal Regulatory Commission.
The fast casual restaurant chain relies on digital to drive in-store traffic and sales for its seasonal menu.