“It’s a bit back to the future,” said Allen Adamson, co-founder of Metaforce, a marketing strategy and activation firm, adding that Procter & Gamble pioneered the soap opera in the ’50s and ’60s sponsoring shows like The Guiding Light and As the World Turns to promote brands like White Naphtha Read more…
Allen Adamson, co-founder of Metaforce, a marketing strategy and activation firm, said he had never seen a setback of this magnitude involving a Super Bowl ad. “The combination of Springsteen and breakthrough Super Bowl visibility makes this a one-of-a-kind black eye,” he said. Click to read.
“There’s the immediate [cost] which you have to pay the network to air it, but the cost people don’t talk about is the production cost,” said Allen Adamson, co-founder of Metaforce, a marketing strategy and activation firm. “Add another million or million and a half,” he told Yahoo Finance, given Read more…
“Having the colonel be a little younger and a little cooler — isn’t going to work anymore,” said Allen Adamson, co-founder of Metaforce, a marketing strategy and activation firm. He believes bizarre and over-the-top content like the mini-movie is the most likely to catch on. “The craziness you have to Read more…
As any sage marketer can tell you, one of the most critical requirements for successful problem solving is getting out of your bubble. You have to be able to see a situation from disparate angles, to cross-pollinate and share ideas with those who have a different point of view. The Read more…
“The KitchenAid brand—despite the fact that it sells high-end items—is still a mainstream brand in the appliance world,” said Allen Adamson, co-founder of Metaforce, a branding and activation firm. “[A video on honey is] a foodie story that’s not literally connected to anything they make. After watching a video on Read more…
Talented creatives have prima donna syndrome,” said Allen Adamson, co-founder of Metaforce, a branding and activation firm. “They want first class flights and extravagant hotels. In the fight for talent, lots of creative gurus ratcheted up their requirements and to keep the best talent agencies had to bestow a lavish Read more…
Marketers are working hard to convey relevant messaging during extremely uncertain times. What the right tone to strike with your advertising is changing week by week,” said Allen Adamson, co-founder of Metaforce, a branding and activation firm. “It’s a really fluid time to be creating ads. You don’t know what Read more…
Ad dollars are being shifted to reach consumers stuck at home in front of screens. “Dropping an outdoor campaign is a no brainer,” said Allen Adamson, co-founder of Metaforce, a branding and activation firm. “Everyone’s inside. People are consuming far more digital content than they did before so podcasts make Read more…
More consumer goods makers are eliminating gender traits from their marketing. “They’re saying, ‘I’m decluttering and I don’t want to have five shampoos in the shower,” says Allen Adamson, co-founder of Metaforce, a branding and marketing consultancy. Among young millennial households, he says, “in general they are looking to create Read more…