Channel | Engagement

Concepting: Matching creative to clients' needs sounds obvious, but make sure the overriding idea is nailed. Miss the mark with concepting, and no matter

The Tampa Bay Buccaneers may have dominated on the field, but it was H&R Block that won the Super Bowl with an ad spot starring everyone's favorite tax

Few areas of retailing have experienced greater change than the drugstore business in the last generation. The drugstore of today is separated into two

Supermarkets do it, pet stores do it, mass retailers everywhere do it. For winning over finicky customers, key tags the portable, scannable consumer discount

Hispanics, now the largest minority in the United States, are being targeted in a major push by Bookspan for its Spanish-language book club Mosaico. The

Striking a deal for a collar hedge contract can protect catalog companies against fluctuating paper prices. Lillian Vernon Corp. signed such an agreement

This past holiday season, as many as 25 catalogs hit my mailbox daily. The mailman acknowledged that the local post office simply couldn't keep up with

For the launch of the new Scion, carmaker Toyota has gone against the grain. The company has run no TV ads, salesmen at its dealerships do not speak to

Spring Break is weeks away and nothing is going according to plan. Two sponsors have dropped out, three more want in. You're short on field staffers,

It was one of those desperate client missions that many of us face: ad budget is near zero, but still needs to reach impossible sales targets. Care to