Clients Get the Work They Deserve

Clients get the work they deserve, according to Oscar Mayer senior advertising and marketing director Tom Bick. So when he was faced with the challenge of justifying the higher cost of his company’s bacon, he stepped back and let his digital marketing partner do what it does best. “The issue we have is that our…

How to Engage Consumers, Johnson & Johnson Style

It isn’t uncommon for marketers to deliver a brand message with hope, not expectation – hope that consumers will receive, respond, and perhaps buy a product. Much to their chagrin, hope is an ineffective strategy. I sat down with Colleen Sellers, Group Brand Director at Johnson & Johnson, following the receipt of Johnson & Johnson’s…

Spotlight from the World’s Top Marketers: Johnson & Johnson

Alan Hart recently sat down with Colleen Sellers, Group Brand Director at Johnson & Johnson, about engaging with customers and how Zyrtec’s “Muddle No More” campaign was highly effective, winning a 2014 Effie award. So how, exactly, do marketers engage with the customers? Listen to them, Sellers said. Allergy-sufferers felt the products weren’t engaging customers realistically.  Naturally, the…

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…