“Case Studies” features stories and industry analyses designed to inform and empower our users. This section examines the issues that matter most and provides the fresh perspectives sorely lacking in today’s industry.
September 12, 2008
As media channels fragment, so do the architects of the campaigns designed to utilize those channels. Where once companies allowed a lone agency to develop and execute a campaign across numerous media channels, a growing number of businesses are now using multiple agencies to cultivate various aspects …
August 20, 2010
Two years ago, consumers bought McMansions with no money down, racked up historic levels of credit card debt and indulged their coffee habit daily. Today, they’re more likely to opt for a downsized home, paid-down debt and a cup of joe …
May 21, 2010
When a coveted upscale retailer finally opened a store at the Eastview Mall in Rochester, N.Y., last January, the mall’s marketers wasted little time using the event to lure well-heeled patrons from across the entire state.
“This was a great opportunity for us to expand …
December 21, 2009
If you’re a marketing-agency client, you’ve likely heard the axiom “Clients get the advertising they deserve.” If you haven’t heard this, either you don’t get out much, or creative people mind their tongues when you’re around — although only someone who doesn’t get out much would …
September 8, 2009
It’s the question every business is now forced to ponder: how to steer through a long, crippling recession? Those seeking authoritative, real-world advice would be wise to consult the brass at Ford Motor Co.
In late 2008, just as a brutish economic downturn was …
August 31, 2009
The recession is over.
That’s right, I said it. Whether you agree, of course, is up to you and the economic indicators you trust. But I’m hardly alone in my declaration. From news journals on Wall Street and politicians in Washington, D.C., to Web sites dedicated to high …
