A creative without a decent ‘book’ has no visible means of support [see my illustration]. When I started copywriting, there were two kinds of book. There was The Book, better known as the D&AD Annual. And your book, a collection of all the ads you’d made that were any good. Every young copywriter’s dream was to have some […]
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If AI voices ruin audio ads, it won’t be because of the tech. It will be because of us. AI voice replicas are not inherently unethical, deceptive, or creatively bereft. They’re just tools to get a job done. Like microphones, digital audio workstations, or creative briefs. What matters is how they’re used and why. Are they […]
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A smarter approach to audience growth Marketers agree: Real-time relevance is essential. But many still fall back on demographic and behavioral data—missing the moment their audience is actually tuned in. In fact, more than half of marketers prioritize past behavior over present context, according to a new report from ADWEEK Branded and GumGum. “The Contextual […]
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In the past year alone, the number of monthly podcast listeners has jumped by nearly 15 million, and this year ad spend is projected to surpass $2 billion, cementing the notion that the future of podcasting remains bright. But what’s keeping momentum going for so long? The creators: They are the beating heart of the expansive podcast […]
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Brand managers are working overtime to feed an ever-growing content machine, and its appetite shows no signs of slowing down. At the same time, they’re trying to engage increasingly fragmented audiences across a growing number of channels, while always demonstrating clear return-on-investment (ROI). Little wonder that they’re under growing pressure to unpack the magic of […]
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To run a successful media campaign, it’s important to first answer a few key questions: If your creative is not optimized to address these questions, then overall campaign performance will suffer. The importance of creative in marketing, and especially in the retail media industry, is often overlooked. Just as strong creative can have a positive […]
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