Author Archives for Small Ax

PepsiCo Exec Fears the Agency Model Won’t Bend, but May Break Says shops aren’t changing with the times

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Says shops aren’t changing with the times The president of PepsiCo’s global beverage group says ad agencies have not successfully kept pace with changes in the marketplace and fears the current model won’t last much longer. “The agency model is not going to bend—it’s going to break,” Brad Jakeman warned attendees at the Association of...

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How (and Why) Agencies Should Develop a Visual Creative Brief With Clients

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Agencies and Clients Need to Work Together on Creating a Visual Language Thud. The latest creative brief lands on your desk. It’s seven pages long, has a half-inch thick PowerPoint deck attached, with a few emails copied and pasted in to boot. As you sift through the bullet points and marketing data, your brain scrambles...

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The Uber of Agencies: Why Marketers Want to Ride With a New Kind of Shop

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Marketers Say Fast-Changing Industry Calls for New Agency Approach — Owning Clients’ Strategy, Data Without Owning the Execution The agency model of the future might just Uber. Over the last decade, agencies have kept up with emerging technologies by snapping up companies with expertise in digitial, social and mobile. But Kimberly-Clark Chief Marketing Officer Clive...

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How Facebook’s Autoplay Videos Are Ushering in a New Era of Silent Storytelling

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The impact goes beyond your news feed Online consumers are increasingly being fed videos whether they want them or not. Getting aurally blasted by a loud, autoplaying video ad while you’re browsing online is certainly one of the more annoying experiences you can have on the Internet. But when the volume default setting on such...

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Three Keys to Unlock a Powerful Creative Brief

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Great Ads Come from a Strong, Tight Creative Brief Many product and service categories feel like this year’s crop of Republican candidates — too many brand choices with only a few standing out either from past reputation, the ability to shout louder or making a noticeable faux pas. It is increasingly hard for brand marketers...

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