Why Google is wooing Canada’s ad agencies
Google Canada’s Adam Green is exaggerating. Standing in front of a full room at Toronto advertising agency John St., he boasts about an award-winning promotion for a shoe store in Guatemala, to make the point that great digital campaigns don’t need to cost a lot of money. The budget was “about nine dollars,” he said, getting a laugh. It’s just the latest in a string of house calls Mr. Green has made to agencies recently – including Y&R, Leo Burnett, Taxi, DraftFCB and others – to sell them on using Google’s products to sell their clients’ products. The advertising giant has just begun this effort in Canada. “In the U.S., I’m 26 people,” Mr. Green said. He only officially began this job on Jan. 1. Traditionally, the company has reached out to media agencies – the firms that actually buy the ad space on television, in newspapers, online, wherever it is needed – to convince them to consider Google in their budgets. [Read More…]The No. 1 Reason Why Brand Extensions Fail
Is your company interested in extending its brand? I bet many of you will answer “yes.” Marketers everywhere are under increasing pressure to boost short-term results and show return on investment. Stretching your existing brand may look like a cheaper, quicker and less risky way to do this than investing in a new one. However, extending your brand into a new category is the easy part. The harder part is taking consumers with you into unknown territories! Many big-name companies have had both successes and failures with brand extensions. And the No. 1 reason why some brand extensions fail is simple: they don’t bring enough meaningful value to the consumer. [Read More…]Targeting Moods: Apple Proposes Next Generation Of Psycho-Physical-Behavioral Profiling
Is your company interested in extending its brand? I bet many of you will answer “yes.” Marketers everywhere are under increasing pressure to boost short-term results and show return on investment. Stretching your existing brand may look like a cheaper, quicker and less risky way to do this than investing in a new one. However, extending your brand into a new category is the easy part. The harder part is taking consumers with you into unknown territories! Many big-name companies have had both successes and failures with brand extensions. And the No. 1 reason why some brand extensions fail is simple: they don’t bring enough meaningful value to the consumer. [Read More…]Twitter Deals Out In-Depth Analytics For Twitter Cards
Over the next few days some significant marketing enhancements will be arriving on your Twitter Cards. Today Twitter announced the official release of Twitter Card analytics that will be available to all cards users. The goal of this upgrade is to help users gain more insight into the type of media that performs the best on Twitter. The new improved interface is geared to help uncover valuable insights and features the following main analytical elements [Read More…]At Davos, tech giants square off over online privacy
It’s traditional to start off the World Economic Forum in Davos, Switzerland with a panel of Nobel Laureate economists talking about the global economy. This year the high profile opening was about the digital revolution. The speakers were Randall Stephenson, CEO of AT&T; Marissa Mayer, CEO of Yahoo; Marc Benioff, CEO of Salesforce; John Chambers, CEO of Cisco; and Gavin Patterson, CEO of BT. The moderator was Forrester Research CEO George Colony. The session reflects the theme of Davos, which is that profound political, economic, social and, above all, technological forces are transforming our lives, communities and institutions. Rapidly crossing geographic, gender and generational boundaries, digital technologies are shifting power from traditional hierarchies to networked heterarchies. If you want to know where society is headed, follow the technology. [Read More…]Industry News
Follow @CI_Business
#CIBranding
Related Event
When: Tuesday, February 25 to Wednesday, February 26, 2014
Where: The Pantages Hotel, Toronto, Ontario
To Learn more visit: www.CanadianInstitute.com/BrandOptimization