“What We Know Can Help You Grow” a Winner for GE Capital

“At GE Capital, yes we lend money, but we do so much more. We have such a wealth of resources and knowledge, and that’s really the main idea behind our What We Know Can Help You Grow campaign.” Those are the distinctive words of GE Capital’s Global Advertising and Brand Director, Linda Lee. She and…

Where Is The Creativity In Big Data?

Can big data inspire creative thinking? Absolutely. Big data can be an inspirational element, but I believe I have shown by example that big data by itself is rather sterile and untamed. We are inspired by the world around us and this would include the tools and applications of big data in our world. Is…

Does big data hinder creative thinking?

I believe the framing of the question is at odds with the fundamental concern – can a machine, or data produced from such a machine, provide meaning? The answer to-date is “No.” Why should “meaning” be the central question? In marketing we are trying to understand people and hopefully through our actions, inspire, convince and…

Story-based Marketing Moves, Wins at Expedia

Digital marketing is the future, but it’s also the present. Instead of wondering whether digital marketing will take over, companies such as Expedia, who started online more than a decade ago, want to know the future of digital itself. Vic Walia, senior director of brand marketing at Expedia, spoke to Keen about the future of…

Digital: The Hope, the Promise, the Risk

Last, week I came across an article in Ad Age about Mike’s Hard Lemonade shifting their marketing tactics from traditional to digital. As more and more brands proudly make the switch, it makes me wonder whether digital can live up to the promise. The Promise Digital is an inherently fast, targeted, nimble and sometimes cheap…

5 Key Learnings to Achieve Trade Promotion Nirvana

Trade spending has soared to $200 billion worldwide and averages between 15 and 20% of revenue for consumer packaged goods companies, according to a recent report by Accenture and the Promotion Optimization Institute. As more and more companies begin to allocate huge amounts of their budget to improving their promotional outcomes, Keen has focused on…

Opportunities for Brands Today (Part 2)

The other week I wrote about one of the most prevalent misconceptions of marketing: it’s the marketers, not the consumers that define brands. This week, I’d like to focus on another dangerous belief that marketers are guilty of having: Interpretation is a sufficient substitute for analysis While this flawed belief is not as intuitive as the…