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avi dan
Works at Avidan Strategies
Attended Columbia University
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avi dan

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More and more marketers are looking for an alternative way to work with agencies and, instead of long-term commitments and retainer arrangements, they work with agencies on a project-by-project basis.
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Of the nine initial apps announced by the new Apple Watch, only one of them was for a bank, Citigroup.
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Agencies lose 10% of their income on average every year due to attrition. Some of this loss can be chalked up to clients leaving the agency, and some to reduced investment by roster clients. This pressure is compounded by the demands of the holding companies, which own hundreds of agencies for high margins. That makes winning new business a matter of survival. Which sometimes leads to aggressive behavior during the pitch.
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The growing importance of CMOs is reflected in the increasing tenure of the position. A few years back the average tenure of a CMO hit rock bottom at 23 months. But the pendulum is now swinging in the other direction. A recent study by recruitment firm SpencerStuart showed that the tenure has now soared to 45 months, and consultancy Forrester predicts continued expansion of the average to 60 months – 5 years – in 2015.
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This approach, which Kraft is calling Agile Marketing, is the ability to flex with the consumer and to manage precision by getting to the consumers with the right message and the right medium at the right moment. It means moving from buying broad-based demographic targets to buying individual consumers in a manner agnostic to the medium.
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If you are like most marketers you are likely to conduct an agency search in the next 2 or 3 years. And, like most marketers, you might get it wrong if you don’t engage a professional search-consultant to advise you. An experienced consultant has an in-depth knowledge of agencies and talent [...]
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Advertising does not suffer from a scarcity of egos, and when strong management teams are coming together there is usually a clash.
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Unfortunately, the new Glass Award does not deal with a much bigger fundamental issue: the discrimination against women, and specifically women creative directors in ad agencies. It’s an award that aims to eradicate gender bias in advertising, not withstanding the fact that there is as much gender bias in agencies as there ever was.
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Transparency will become the most important tool of marketing. Consumers are going to continue to exert further power and influence. The idea of radical transparency is something that few brands are taking advantage of now, and most brands fight it. Next year the best brands won’t be those with the best stories, or sort of made up fictional stories, but those that will give an accurate and real time picture of what they are doing in the interest ...
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“Complexity and the speed of change have caused confusion, and that inhibits marketers from moving forward and setting themselves up for long-term success,” said ANA chief Bob Liodice. “CMOs need to take charge and effect change because the marketing organization often trails the rest of their company.”
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From the standpoint of retailers, it is clear and irrefutable that the shift to e-Commerce is enormous and irreversible. Whether an industry is dominated by pure-play or multichannel behavior, or how a shopper choses their shopping experience, it would most likely contain at least one digital touch point.
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Have him in circles
36 people
Jeff McClelland's profile photo
FUSION WW's profile photo
Dan Dimmock's profile photo
Fready Androos's profile photo
Scott Donaton's profile photo
An Pham's profile photo
Ann Marie Kerwin's profile photo
Brian Steinberg's profile photo
Leafcutter's profile photo
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  • Avidan Strategies
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Marketing and agency search consultant/Contributor blogger at Forbes.com
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  • Columbia University
    MBA, 1976
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