Patty Odell, Author at Chief Marketer

Marketers Spending 30% of Budgets on Visual Assets

Creating, producing and publishing visual assets like social media posts and websites is attracting budget money and challenges.

Abercrombie & Fitch Shifts to G-Rated Ads

As sales slump, Abercrombie & Fitch undergoes a major makeover.

Agencies

Client/Agency Views of RFP Briefing Process: ANA Study

A Association of National Advertisers survey uncovers views of how both agencies and clients think about the RFP briefing process.

Agencies

P&G Making Big Cuts in Number of Ad Agencies

P&G is joining other major brands like S.C. Johnson, Unilever and Visa in cutting the number of agencies it uses.

Agencies

How Jim Stengel Transformed P&G

Jim Stengel was a powerhouse for P&G during his years as global CMO. This article describes how he changed P&G’s reputation working from the outside in.

Agencies

Coca-Cola Introduces Mobile Fitness Tracking Site

A new mobile fitness tracking site turns on Coca-Cola’s 2013 commitment to support physical fitness programs.

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Airbnb Ads: You’re “Never a Stranger”

Airbnb’s new ad campaign, “Never a Stranger” relays just that message: That when you stay with an Airbnb host, you will never feel like a stranger.

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Target to Get More Personal with Customers

Target is upping its data game to learn more about its customers so it can be more personal in its communications.

Agencies

“Share A Coke” Experiences Drive Big Biz

By now we all know that Coke is bringing back its wildly popular “Share A Coke,” campaign with more names, more packages, more ways for consumers to experience the brand—and, in a bold move, an e-commerce platform. But what you might not know is that last year the campaign drove +15% volume and increased sales. […]

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5 Magical Digital Ads and What you can Learn

Lots of lessons here from these five digital ads.