Creative Briefs: One Part Information, Two Parts Inspiration

Why Strong Creative Requires a Strong Creative Brief

It’s a much debated and ever-evolving element of the advertising world:  the creative brief. Every agency has one. It may be a one-page slide listing the bare bones facts, or a 10-page document meticulously detailing every known fact about the client, product and project. Just do a quick web search for “creative briefs” and you […]

This Is Not Your Grandparents’ Broadcast Schedule

The Evolution and Integration of Online Audio and Video in Your Clients’ Media Plan

Who remembers Napster? Not the pay service as it exists today, but the original free MP3 file-sharing network that allowed users to instantly download songs and full albums directly to their computers. Often associated with the death of the music industry and audio consumption as it existed at the time, Napster became increasingly linked to […]

Study This: Market Research Is Having a Moment

Conducting Research With Hard-to-Reach Groups

Market research is experiencing a radical transformation in which traditional assumptions about approaching and fielding proprietary studies are nearly obsolete. Now that nearly all of us are tech-enabled, connected and tech-dependent, data collection happens all the time, all around us. Some of us routinely and automatically express our sentiment via social media and comment communities. […]

What Does It Take to Tempt Today’s Savvy Travelers?

A Few Simple Rules of Content Marketing for DMOs

As the economy slowly lurches forward in its recovery, it’s an exciting time to watch consumers get back to family vacations, longer-haul destinations, and more splurging on experiences. But just like in other industries, the travel industry’s “new normal” is a target market with a heightened sense of frugality and an emboldened DIY approach to […]

“Eventizing” the Upcoming Fall TV Season

In Other Words: How TV Programming Executives Make Up Words to Sell Their Shows

Every year, members of the Media Connections team make the trip to Detroit in May to attend the Upfronts, presentations where broadcast networks preview their new programming for the upcoming year. The presentations kick off a period of negotiation between the networks and agencies (and their clients), with the purpose of placing annual advertising for […]