Media & entertainment

In the social era, the hard sell is dead

The oft-quoted 20th-century quip that suggests half of all advertising spending is wasted needs a digital age update. Now, the wasted proportion could be as high as 99 percent according to some experts.1 Yet with more tools and techniques than ever for measuring the return on advertising spending, the effectiveness of many traditional marketing efforts […]

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Create new markets with owned media assets that are truly useful

At the turn of the last century, a French tire company started publishing travel guides and restaurant reviews These Michelin Red Guides, along with their coveted Michelin stars, are now iconic standards for tourists and foodies around the world. But why would a company that knew more about rubber than restaurants print them in the […]

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Tariq Shaukat: Finding —and persuading—persuadable customers

Operating 53 locations in seven countries under brands such as Harrah’s, Horseshoe, Planet Hollywood and Caesars Palace, Caesars Entertainment is one of the world’s largest casino and resort operators. CMO Tariq Shaukat oversees all aspects of customer relations, advertising and entertainment for the company while steering the gaming industry’s largest loyalty program, Total Rewards. At […]

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Jeff Goering: Data mining drives big top-line growth for a Super Bowl champion—and the entire NFL

Approaching $10 billion in collective revenue this season, the National Football League is the most lucrative collection of teams in professional sports. Thanks to a revenue-sharing arrangement, most every team profits. But that’s not the only way the league’s 32 franchises have banded together. As Jeff Goering, CFO of the Super Bowl champion Baltimore Ravens, […]

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Maureen McGuire: Building marketing in a company that’s never needed it

The Bloomberg terminal became a fixture in financial trading houses around the world without any real marketing to speak of. In fact, for almost three decades, Bloomberg L.P. didn’t even have a marketing function. That changed almost four years ago when the company brought on Maureen McGuire to help build and promote new products while […]

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Edward Boches: Building a culture of experimentation and creativity in the social media age

In 2011, Fast Company placed Mullen on the magazine’s list of the 10 most innovative companies in marketing and advertising. Last year, Forbes called Mullen one of the 10 great ad agencies of 2012. Both awards offered the same rationale: Mullen embraced the power of social media early for clients like Zappos and JetBlue and […]

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Chris Bradshaw: The end of top-down decision making

Autodesk has been the kingpin of computer-aided design and manufacturing software for three decades. Lately, however, Chief Marketing Officer Chris Bradshaw has noticed that the old model of influencing corporate gatekeepers doesn’t work the way it used to. That’s because individual employees are bringing their own devices to work and taking control over what software […]

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Ray Elias: When an insurgent becomes the incumbent

Online ticket reseller StubHub is experiencing growing pains. The 12-year-old ticketing pioneer is fighting off Ticketmaster’s encroachment into the so-called secondary market even while trying to lure more mainstream customers and maintain double-digit annual growth. What’s a chief marketing officer to do? TV and sports-talk radio remain important to Ray Elias, but increasingly he’s getting […]

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Biz Stone: Rethinking systems and communication

Biz Stone has had a hand in creating and launching several high-profile Internet properties over the years, from Blogger and Xanga to The Obvious Corporation and, of course, Twitter. His ability to imagine and architect new systems has earned him numerous awards, including being named one of Time’s Most Influential People in the World, GQ’s […]

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David Boyle: Earning the skeptics’ trust

David Boyle has built data-analytics platforms in corporate consulting, politics, supply-chain retail, a non-profit and, now, entertainment. Working at London-based EMI Music, whose roster includes everything from The Beatles and Pink Floyd to Cold Play and Katy Perry, Boyle deployed a dashboard that’s now used across departments and around the world. He shares lessons on […]

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Tim Westergren: Creating personalized radio stations for 50 million listeners

Pandora Media was born out of Tim Westergren’s frustrations as a musician. He wanted to create an outlet for bands and music lovers to connect without having to pass through the traditional gatekeepers: record labels, mass marketing and broadcast radio. He devised an ambitious scheme to rank all forms of music through a series of […]

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John Miller: Learning to speak the language of social media

John Miller has an impressive list of awards and career achievements. He has an Emmy. He’s in the PROMAX Hall of Fame. He’s been named Entertainment Marketer of the Year four times, and is widely recognized for his role in launching The Cosby Show, popularizing the Must See TV slogan, and incorporating several acquisitions under […]

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