We decided to establish a Seamless Fusion Model. In 2019 we began investing much more in two key components: Predictive analytics that would draw insights from both client and proprietary databases to derive intelligence, and an external digital/programmatic buying group that would be big enough to buy direct for our clients as well as other mid-range independent clients.
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Some business leaders understand that brand equals identity. That’s good. But clients still seem to lack a deep understanding of what brand and identity encompass and that their importance goes far beyond logos and pretty pictures and fluffy words.
Fifteen years ago, I worked for a company as their VP of Marketing. My background was largely PR, but I’d done a good deal of marketing work for the brand and they tapped me for the role.