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avi dan
Works at Avidan Strategies
Attended Columbia University
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avi dan

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There are a number of reasons why anyone older than 45 in the creative department of an agency is likely to have either made it to the executive floor, been downsized, or – gone off to become real estate agents.
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Advertiser C-Suite and the board often do not pay much attention to agency relationships and, and to the extent they do it usually stops with the creative agency. Media management is now often delegated to the holding companies and the price is a lack of transparency.
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Whatever happens next, it is clear that the rise of nationalism will result in more protected markets and more localized marketing. Localization will transform how we think about and manage global brands, and marketing in general.
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Fun and appetite-appeal is the strategy behind IHOP’s livestreaming on Facebook Live. Facebook first launched the service that combines content and live video. It is essentially an adaptation of Twitter’s Periscope and Snapchat’s native video.
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Nowhere is the contrast between men and women in advertising more clear than when it comes to starting their own agencies. Incredibly, there are no major general market agencies that have been started by women.
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When agencies start competing on the basis of price it can spiral into a string of ever-lower price cuts across the board. Price wars are almost always bad. When firms have a similar cost structure, cutting prices means cutting profit margin.
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Often, opponents oppose diversity with the still-common objection that quotas are anti-meritocratic. In fact, that is more true of the status quo.
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While marketers are more clearly defining what the customer experience is and should be, challenges across the organization threaten to derail even the best-laid plans. Despite marketers’ unwavering desire to deliver the best possible experiences to customers — both online and off — gaps continue to plague even those with the best intentions.
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I recall reading in Ogilvy on Advertising, that David Ogilvy suggested that the more awards you saw in a prospective agency’s lobby or reception area, the further away you should stay from them. These were the firms he believed that were more interested in winning awards than they were in helping their clients.
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The eight-month probe uncovered wide-spread kickbacks from media owners to agencies, and the overwhelming lack of transparency among agencies. It pointed out that agencies, so called because they were supposed to be agents for their clients, were actually often acting in their own self-interest as media owner, ignoring their clients.
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Budweiser is taking patriotic rebranding to the next, or possibly lowest, level this summer by renaming its beer "America." It is ironic in that Budweiser's owner is a Belgian company and its top management is Brazilian.
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Marketing and agency search consultant/Contributor blogger at Forbes.com
Education
  • Columbia University
    MBA, 1976
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Work
Employment
  • Avidan Strategies
    It, present
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