Archive for the ‘Uncategorized’ Category

In the age of utility, more than ever before, products are things we buy to be who we want and live how we want. For brands, the hardest part of a connected universe is creating openings for prospects to connect on their own terms. That means satisfying the connect-me-now expectation of smartphones and tablets. Luckily,

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By Fred Pfaff and Art Cannon Welcome to the year of utility in marketing. Utility is the new measure of media. What can I do with it? Specifically, what can I do with it that… Saves time? Increases my experience? Widens my connection? Gives me more control over my experience? Increases my social capital? These

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The great TV divide is one of programming and calendar. by Art Cannon and Fred Pfaff Today, TV columnist Ed Martin came out with his top 20 for 2012 (http://bit.ly/Ur47m6) today, and cable beat broadcast 14-4 (PBS had two winners, and didn’t count in that total). Meanwhile, Variety published Nielsen findings of an 800% spike

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This post, co-authored by Steve Ennen, president of Social Strategy1 (www.socialstrategy1.com) and co-founder of The Wharton Interactive Media Initiative, was first published August 29, 2012 on Adage.com (http://bit.ly/TvfMg6). Since then, New York Road Runners has amended its New York Marathon baggage policy – offering participants a choice of baggage check or quick exit (a fleece-lined

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This is a repost of an article we wrote for Marketing Daily, published July 25, 2012 (http://bit.ly/Omr5Gm).  Marketers need to take a longer view to win with the short form.  by Fred Pfaff and Art Cannon We’re entering an era of atomic messaging. As Twitter’s brevity and mobility attract more users along its inexorable march

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Back in 1993, when I started Fred Pfaff Inc., my dad gave me his reaction to a firm I’d free-lanced for on my way out the journalism door. “All hustle, no strategy,” he said. “And nobody there can write.” What Dad noticed was a trap that PR falls into today more than ever: mistaking motion

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Jul 09

HALF MEASURES

Just read a story on BizReport (http://bit.ly/NB7qCb) that Simon & Schuster is putting QR codes on the backs of new books. Their goal is to get people to visit the company’s and the author’s websites and sign up for an email newsletter. Oh, cool, QR codes on books now. But BizReport writer Helen Leggatt called

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by Fred Pfaff and Art Cannon “With increased resources and access to new geographies, our partnership with WPP will fuel the next level of energy, excitement and opportunity, delivering innovation and creativity at scale.” – AKQA founder Ajaz Ahmed in the press release (http://bit.ly/Mgz4WN) announcing WPP’s acquisition of his agency.  The big question isn’t what

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May 01

BEACHED SALES

Pulling marketing and PR can leave salespeople pinned down. When colleague Jim Elliott asked me to address the tendency he’s observing to cut back on marketing, I wrote this for the current issue of “Ads & Ideas,” the newsletter of James G. Elliott Co.  In every time of doing more with less, it’s tempting to

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