On June 20, the Advertising Standards Authority in the UK ruled against Nike. It banned a campaign they were running leading up to the Olympics due to Tweets from Nike-sponsored athletes lacking adequate disclosures. In this post, CMP.LY's Tom Chernaik discusses what this action may mean to your social media promotions and marketing communications.
In this convo, I speak with Neil Blumenthal, cofounder of Warby Parker about its socially responsive and responsible marketing. The company has disrupted the eyeglass industry by building upon tried and true marketing fundamentals using the emerging tools of web commerce and social media.
Stephanie Grayson and I discuss some of our key takeaways from the Ad Age Digital conference in New York in April, 2012. We take a deep dive into storytelling; the ubiquitousness of branded content; the implications of ready access for advertising data; and how at least one big brand may have lost its way.
Co-creation is about bringing together people who have the most at stake in a relationship and working corroboratively to find answers and innovate breakthroughs. For brands, co-creation involves both internal and external stakeholders, including customers. In this convo, I speak with Nicholas Ind about how co-creation can drive business growth and enhance brand reputation. Social media has made co-creation a more understandable process for businesses, but co-creation goes well beyond social channels
Celebrity endorsement used to mean attempting to have some of celebrities' popularity transferred to the product being pitched. The message was, "I like this, you like me, so you should like this, too." J.R. Johnson is a veteran entrepreneur and founder of the social travel site and app Trippy. Trippy is using a new model for celebrity endorsement that's more participatory — for the brand, for the celebrities, and for their respective social connections —than standard endorsement advertising.