I recently spoke at a conference with Rory Sutherland, Vice Chairman of Ogilvy, and he shared a fascinating insight about the influence of ad platforms on how we think about marketing.Rory said that many of the metrics that marketers chase are not designed to serve the brand. They're designed to serve the platforms that provide those metrics.Rory... See more

Marketers are disconnected from "real America" and must use data to challenge their instincts before applying creative magic.

Every few years, someone discovers a marketing channel that works unusually well. They write about it. Other people copy it. The channel gets crowded. The platform that hosts the channel notices the activity and starts charging for access. The channel’s effectiveness declines. Everyone moves on to the next channel. This cycle has been running since... See more