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The New Marketing Leader

What are the characteristics of the marketer of the future?

Recently I had breakfast with someone who I believe is the profile of the marketer of the future. Robin Joy is a marketing director at Intuit and her team’s work was recognized as the Best Small Business Marketer at this year’s Warrillow Summit. The characteristics…

Last Updated November 16, 2012 John Ellett

The New Agency Model

Why do advertising agencies neglect search marketing?

One could argue that the most effective medium for marketers today is search engines. Yet almost no advertising agencies have search marketing as part of their core competency. Why is that? Our firm has taken a very different path and invested in building a strong…

Last Updated November 15, 2012 John Ellett

The New Agency Model

Enfatico, welcome to the new world!

Much has been written about the misfit between traditional ad agencies and the new digital world in which we are marketing. They don’t get it. They are too siloed. They can’t kick their dependence on TV. They aren’t adaptable. The criticisms go on and on….

Last Updated November 15, 2012 John Ellett

Brand Strategy in the Digital Era

Brand coherency v. Brand myopia

I was reminded of how much marketing has changed when I read a recent column from one of my former marketing heroes, Al Ries. The book he and his partner, Jack Trout, wrote almost three decades ago, Positioning: The Battle for Your Mind, shaped much…

Last Updated November 15, 2012 John Ellett