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Channel: Peter Minnium, Author at MarTech
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The science of storytelling

“Storytelling” has become an industry buzzword that’s bandied about in client meetings and marketing conferences. Spurred on by a flurry of articles and think pieces, we are captivated by the promise...

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The power of disruptive digital narrative

“Are you going to listen to me or to the couple at that table?” demanded my wife, probably for the 10,000th time. We were at dinner and, once again, I was caught eavesdropping on the conversation of...

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It takes a village: Story creation in the digital age

Most often when we think of stories we imagine singular self-contained narratives. The latest John Grisham novel or the romantic comedy at the box office can be consumed in one go or many but...

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The brand storytelling genius of the Coca-Cola Santa

Images courtesy of Coca-Cola Since 1995, Santa trades in his sleigh once a year for a Coca-Cola truck and tours the UK, sharing the soft drinks that have become closely associated with the winter...

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In a world of facts, ideas are king

“Can you please come watch this commercial? We’ll take out the trash.” This is how consumer research generally started when I was an account man at the nation’s most creative ad agency in the 1990s. My...

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Content may be king, but context is queen

“Content is King-er” concluded a leading media industry prognosticator in the keynote address at the recent Media Insights and Engagement Conference, after he took the audience through a whirlwind tour...

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We can’t live without digital media, but why would we want to?

“But dad, I can’t live without them!” My daughter Judy and I were once again locked in the battle over screen time by now familiar to many of today’s parents and significant others. We had turned a day...

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5 factors of direct-to-consumer brand success

If I had to summarize the direct brand experience in a single sentence, I’d have to borrow AYR’s tagline: “Simplify everything.” Gone are the days of scheduling time between drop-offs, pick-ups and...

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Be a clown, advertiser

I contemplated the theme for this mid-summer article while I was prepping my beach reading list, looking for easy, engaging and entertaining material to replenish my brain while my body rests...

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Cleaning up digital ad pollution

“That has to be the dumbest ad I’ve ever seen,” exclaimed my wife. Our regular viewing of “The Handmaid’s Tale” on Hulu was (once again) interrupted by an ad whose inanity was surpassed only by its...

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Is ‘digital empathy’ an oxymoron?

“Dad, why do I see ads for jeans days and weeks after I already bought a new pair?” asked my 17-year-old daughter recently, “it’s not like the salesgirl at the Free People store follows me to my car...

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Win the brand battle during the holiday shopping wars

“I hate this TV” exclaimed my wife for the hundredth time, “I can never get the sound right.” While annoying to her, this comment cut me deeply; you see, I bought the TV as part of last year’s holiday...

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Don’t misinterpret the data: Evidence-based advertising needs...

“That sounds like a great idea, but what does the data tell us?” In recent years, the principle of evidence-based advertising has taken hold of the industry, bringing the tension between advertising...

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The brand storytelling genius of the Coca-Cola Santa

Images courtesy of Coca-Cola Since 1995, Santa trades in his sleigh once a year for a Coca-Cola truck and tours the UK, sharing the soft drinks that have become closely associated with the winter...

View Article

Image may be NSFW.
Clik here to view.

In a world of facts, ideas are king

“Can you please come watch this commercial? We’ll take out the trash.” This is how consumer research generally started when I was an account man at the nation’s most creative ad agency in the 1990s. My...

View Article


Image may be NSFW.
Clik here to view.

Content may be king, but context is queen

“Content is King-er” concluded a leading media industry prognosticator in the keynote address at the recent Media Insights and Engagement Conference, after he took the audience through a whirlwind tour...

View Article

Image may be NSFW.
Clik here to view.

We can’t live without digital media, but why would we want to?

“But dad, I can’t live without them!” My daughter Judy and I were once again locked in the battle over screen time by now familiar to many of today’s parents and significant others. We had turned a day...

View Article


Image may be NSFW.
Clik here to view.

5 factors of direct-to-consumer brand success

If I had to summarize the direct brand experience in a single sentence, I’d have to borrow AYR’s tagline: “Simplify everything.” Gone are the days of scheduling time between drop-offs, pick-ups and...

View Article

Be a clown, advertiser

I contemplated the theme for this mid-summer article while I was prepping my beach reading list, looking for easy, engaging and entertaining material to replenish my brain while my body rests...

View Article

Image may be NSFW.
Clik here to view.

Cleaning up digital ad pollution

“That has to be the dumbest ad I’ve ever seen,” exclaimed my wife. Our regular viewing of “The Handmaid’s Tale” on Hulu was (once again) interrupted by an ad whose inanity was surpassed only by its...

View Article
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