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Archive for 2014

The Creative Brief

Thursday, October 2nd, 2014

Aside from my love of documentaries focused on the creative industry…I LOVE conversations and commentary around the purpose and utility of the Creative Brief.

I always have.

People in advertising get stuck on “truths” and end up complicating briefs. Shocker. I have always approached the creative brief by simplifying the complex and igniting a customer desire through “flexible limitations & invitations” (also mentioned in this video). Not too prescriptive and not blue sky. Gives the creative team room to explore.

I invite you to watch Briefly. (video embed below) What makes this video special is the intersection of 3 industry perspectives: advertising, architecture and technology.

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Passion is Personal

Monday, July 28th, 2014

What a year it’s been.

Last June I started doing some soul searching into what was next for me, redefining who I was professionally and personally. I was fortunate to have worked through the digital turbulence of 2009- 2012 when agencies and brands focused on defining and honing their “digital” acumen and capability.

I call it the GDP (Great Digital Pivot).

be the change

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What’s the playbook to effectively bring MEDIA into social?

Wednesday, May 7th, 2014

Will social agencies become media buyers or will media agencies learn social content strategy?

I literally have been talking about this for over a year and people thought I was crazy.

I distinctly remember sitting on the beach in Montauk last summer discussing this topic with one of my friends (who also works in the social space, and she agreed with me) I said— “Every algorithmic change Facebook has made over the last year has decreased the organic reach for brands and indicator this will continue to happen. When will people realize that a community manager’s current role is not sustainable unless they are trained as media buyers.”

ChaChing$$

Jan you dont have any friends

Everyone is talking about how Facebook’s drop in organic reach has changed the social game to a pay to play market.  Facebook Facebook Facebook . The thing is Facebook is NOT the only social platform on the planet—its just the biggest, everyone’s most popular pretty blue default platform. Brands can’t reach “their” consumer audiences anymore (audiences are  essentially rented via the platform they engaged with them on—they don’t “own “ them or have access to them outside of that platform.) (more…)

Marketing Technologies- Who’s on First?

Thursday, May 1st, 2014

Foursquare moves search & discovery to the forefront and creates Swarm for friend location stalking.

Snapchat introduces a video calling feature (that REALLY puts friends in your face).

Vine moves to a web-based YouTube model (b/c all video should be channel agnostic and quite frankly- who has the attention span of more that 6 seconds on a video network anyway?)

Facebook proclaimed “more privacy for users and building trust” during the f8 conference across multiple new platform refinements— but they also launched a new mobile ad network called FAN—which uses the most robust data available (all the data we as users, provide to FB) for mobile ad targeting. Not contradictory at all? 😉

This all happened within the last 24 hours!
We learn one thing and before you know it, technology iterates more rapidly that we can keep up with.

Who’s responsible for marketing technology?

who's on first This has implications for marketers who create content using certain technology platforms. Yet, a large majority of marketers still think of the above examples things as “social media” vs. marketing technologies. Some marketers remain in conflict with their “set” marketing plan vs. a flexible one that accommodates tech evolution per the above examples.

These social examples only scratch the surface on “marketing technologies” as a larger theme inclusive of marketing automation, CRM and analytic platforms— there are 1000’s out there.


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5-step Countdown to Social Media Week 2014

Tuesday, February 11th, 2014
social media week 2014

social media week 2014

1. Register!

#SMWNY is only a few days away- have you secured your pass yet?
Register here for a Campus Pass with this 30% discount code good through This Friday February 14th! Lucky for you, this year’s sessions are all held in 1 area at the Highline Stages in Meatpacking (so much easier!)

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