The Creative Director Will Cease To Exist Within 10 Years

So, what's in store for the industry in ten years? Well, robot creative directors isn’t it. But more importantly, digital design and advertising will be more intelligent, and creative itself will essentially be done by computers. Dynamic creative optimization will take on a whole new importance -- that is, technology will continually optimize ad creative based on which moving parts are performing best.

But this doesn't mean human creative directors will cease to exist. Today's creatives would be doing themselves a favor to accept, rather than resist, this looming reality coming in ten years. Or in five. Or in one.


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Jen Coy
Stopping influencer fraud: Who, what and where to look for signs of trouble

When you're investing in an influencer campaign, you want to know you're reaching and engaging the audience you intended — not fake followers. But brands often struggle to differentiate genuine engagement from automation, leaving them with little choice but to cross their fingers and hope for the best. How has that worked out? In 2017, brands spent $2.1 billion on influencer sponsored posts on Instagram, reaching around 6.6 million posts at an average price of $325. More than 11% of the engagement for these posts was generated by a rapidly growing pool of fraudulent accounts. That's $240 million in wasted marketing dollars.


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Jen Coy
How the music industry can set the tempo for brand experiences

Brands can find inspiration in the direction the music industry has taken in creating memorable omnichannel experiences that keep the rhythm of retail going.

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Jen Coy
The future of marketing design: A people-first approach

Today, marketing is dynamic, personalized and, most importantly, a dialogue that can mobilize cultures. But the lack of a design-driven mindset is still a major barrier.

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Jen Coy
Voice or text for bots? It’s all about context

written by Étienne Mérineau

In 2016, Facebook took the bot world by storm when it opened up its Messenger platform to developers and businesses. Then came Amazon’s voice-controlled Alexa, and the hype shifted towards all things voice. The integration of bots into our daily lives is really just getting started, so for brands and marketers joining the journey, the hyperdynamic, often polarizing views on which type of bot is best can be confusing. Should you build a voice bot or a text bot? On which platform should your brand invest to deploy its first conversational experience?

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Jen Coy
SEO for ICO: What Makes an ICO Launch Effective?

Are ICO’s & Blockchain Startups Maximising Their SEO Potential? Simple answer, barring a few exceptional cases, it seems a lot of potential SEO value is being missed. First we need to understand that SEO makes up a significant part of a long term growth strategy for any business that is looking for online success, meaning we do not need to dig immediately into their SEO but more into their growth post ICO.

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Jen Coy
Infographic: As Gen Zers Become Parents, Here’s What Brands Need to Know

Sure, children are the future, but perhaps even more so, parents are the future. Now that Gen Z is growing up, how can brands access the ever-changing demo and target them as parents? Pregnancy and parenting organization BabyCenterteamed up with insights and strategy company Collage Group on a study analyzing the future of families and parenting to garner insights on Gen Z moms.

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Jen Coy
Why Brands Are Faking Out Consumers With Ads Disguised as Movie Trailers

In the weeks leading up to the Super Bowl, movie buffs were surprised to find IMDb pages popping up online and unexpected trailers dropping for what appeared to be a reboot of Crocodile Dundee. The trailers for Dundee looked expertly shot, with a dazzling cast of Danny McBride and Chris Hemsworth to match. Viewers soon learned the marketing for Dundee was a sham. There was no movie, but instead fans were watching a campaign from Droga5 for Tourism Australia.

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Jen Coy
3 Guidelines for Navigating the Era of Audible Branding

With SXSW about to kick off, it’s a good time to be thinking about the technologies poised to transform how we live and work. Voice platforms brought to us by Amazon’s Alexa, Google Home, Apple’s Siri, Microsoft’s Cortana and Samsung’s Bixby are all vying to change how we interact with technology, and the “voice wars” are in full swing. Farhad Manjoo recently speculated in his New York Times piece that Alexa has a viable chance of becoming the third most popular OS, next to iOS and Android—and he may not be far off.

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Jen Coy
How Loyalty Marketing Can Survive in a Gen Z World

We’re going deeper into 2018, which means the predictions, trends and what’s-in-store-isms of marketers everywhere are fading in favor of actual outcomes. But there is a sleeping giant amongst us that will have an ever-increasing role in almost every facet of our lives—from the economy to politics to how we consume goods and services. We’re talking about Generation Z, or people born between 1996 and 2011, who are projected to account for almost half of all U.S. consumers by 2020. That’s why it’s crucial for marketers to grasp the demands of the fresh-to-market generation who, like millennials before them, are poised to significantly shape consumer behavior and expectations for years to come.

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Jen Coy
Can You 'Martech' Your Way Into Multicultural Markets?

Marketing technology, more commonly known as martech, is stealthily transforming the way companies market to consumers. As ads retarget and emails automate, consumers are enjoying the luxury of an omnichannel experience while affording marketers the opportunity to collect the digital breadcrumbs they leave behind.

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Jen Coy
What ’70s Flicks Can Teach Us About Authentic Storytelling

Before we dive into the infinite wisdom of Jack Nicholson’s films, let me explain something. I understand the idea of authenticity in PR and marketing isn’t new. Like any industry, trends come and go. Consumers grow fatigued by one style and, as PR professionals are typically concerned, we pivot to the next trend.

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Jen Coy
Four Emerging Digital Marketing Trends To Keep On Your Radar

Updates to digital platforms are rapidly changing and updating. Just this year alone, Mark Zuckerberg announced a drastic change to the Facebook algorithm that’s causing waves in the digital marketing industry. That being said, the way consumers digest advertising is always on the rise and can change in an instant. It is no longer enough to stay up to date on the latest trends; it’s time to look forward to what’s next.

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Jen Coy
6 trends that are reshaping the media landscape

PR trends always start with media trends; watch what news outlets are doing, and you’ll uncover opportunities for coverage. One of the biggest factors to watch is distribution—where and how are publishers sharing their stories and where and how are those stories found? Will they be seen in search, social networks, inboxes—or not seen at all, but heard? The answers to these questions can dramatically increase the reach of media coverage, and help you get in front of the audiences most important to your business.

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Jen Coy
A Guide to Picking the Best Marketing Firm for Your Company

These days, client-agency relationships fray faster than ever. They last, on average, only three years. This harmful churn reflects growing pressure on CMOs to deliver short-term results in a tough environment. Marketing is scrutinized around the clock, and CMOs face a vastly more complex, multiplatform ecosystem. Even the communications model was turned on its head as the consumer seized control of it. This upheaval makes agency selection more difficult than ever. More than half of agency reviews backfire within a few years. What matters most when choosing an agency? 

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Jen Coy
Four Emerging Digital Marketing Trends To Keep On Your Radar

Updates to digital platforms are rapidly changing and updating. Just this year alone, Mark Zuckerberg announced a drastic change to the Facebook algorithm that’s causing waves in the digital marketing industry. That being said, the way consumers digest advertising is always on the rise and can change in an instant. It is no longer enough to stay up to date on the latest trends; it’s time to look forward to what’s next.

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Jen Coy
What Role Does Philanthropy Play Within the PR Industry?

Do philanthropy and PR seem a bit counterintuitive? In today’s media savvy nonprofit environment, a multitude of foundations are proving that the two seamlessly go hand in hand.

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Jen Coy
4 trends that prove content marketing is on the rise

Success in content marketing is achieved by having the right people with the right skills empowered by the right tools and processes. Here are four important content trends that reveal the power of content marketing teams is on the upswing.

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Jen Coy
5 Email Marketing Tactics to Boost Audience Engagement

Email marketing has been around for nearly 20 years, and a lot has changed since the dial-up era. With so many new factors to take into account — from smartphones to social media — the way marketers create effective email campaigns has changed, too. Now is the time for you to dust off the keyboard and start using these five tactics to boost engagement and conversion:

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Jen Coy
Forbes: How To Make Your Sales And Marketing Teams See Eye-To-Eye

Getting your sales and marketing teams on the same page is a challenge for every business manager. Sales may not see the value in your marketing department’s strategies, and your marketing team may see a lackluster sales team not taking advantage of their hard work. Bringing the two departments together seems like a never-ending battle, but when they do join forces, they become more powerful, helping their companies grow faster, close more leads and retain more customers.

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Jen Coy