I run an agency, but I am not writing this from Cannes. Rather, I am writing it from a desk filled with more coffee mug stains on spreadsheets than I’d care to admit. If you are reading this, you are likely not in Cannes either.
As marketers, we target moms and their “Chief Household Officers” status: The decision maker on everything from groceries to banking to vacation planning. We target young singles and their disposable incomes for movies, video games and fast food. We target men during sporting events to sell trucks, beer and… well, trucks. But what about DADs, per se?
Ad agencies don’t like being called “vendors.” They don’t like dealing with procurement or competing in agency cattle calls. And yet, the great divide between how agencies think and act versus brand marketers is as deep as the Mariana Trench.
Leaders exist because people follow. Brilliance is revealed in the presence of average. Heroes are exalted because they defeat villains. While I don’t support the notion of enemies between people and countries, I do believe a little strategic hate can be an advantage in business.
Facebook tried (and failed) to take over the users phone when they created their own android launcher called Home. On paper, the logic of the android launcher may have been sound, but users did not want Facebook to be “the primary" in their communications and phone usage.
Today is morning two of the Restaurant Leadership Conference, the annual meeting that attracts more restaurant leaders in one place than anyplace on the planet. I joined to be surrounded by smart people engaged in debate about consumer metrics, consumption trends and what the food business will look like five and ten years from now.
Enter March, known for more than just the first day of spring. The NCAA’s March Madness, St. Patrick’s Day, Daylight Savings Time, and, of course, Spring Break all take place in March and all have an impact on retail sales.
The Polar Vortex that devastated most of the country this week isn’t going away just yet. It’s getting worse. Sub-zero temperatures lower than 20 degrees below and dangerously cold wind chills are expected to move in across the Midwest, the Mid-Atlantic and several other states.