Entries by cbc08
Transmedia Storytelling in Longlasting Campaigns
All advertisers strive to produce great work that goes beyond selling and becomes viral entertainment that consumers talk about for weeks. But then what? Many have gotten into the habit of cranking out one campaign after the other, without too much diversity in-between. But in the pursuit of staying fresh, they lose the longevity of […]
Why Fake News has a Real Impact on Brands & Consumers
BREAKING NEWS … or is it? If you’re a regular on social media, you’ve likely seen the recent flood of alerts cautioning consumers to beware of “Fake News”. While news parody websites like The Onion and Clickhole are upfront about their satirical content, this other unfortunate trend appears to exist purely for clickbait on websites […]
Connecting with Consumers in Unexpected Ways
Consumers are inundated with advertisements. While the exact number is impossible to pinpoint, the head of Kantar Futures, Dr. J Walker Smith, and other sources have cited that a person sees up to 5,000 marketing messages a day. What does this mean for advertisers? Traditional marketing techniques no longer cut it. Consumers tune out the […]
Like It, Tag It, Buy It: Instagram’s New Mobile Shopping Experience
Instagram has come a long way since its debut in 2010, priding itself on being a top-performing platform for mobile discovery. And now, the beloved platform has broadened its horizons even more – it will soon allow users to purchase products directly from an image. That’s right, Instagram is joining the mobile shopping revolution. This […]
Creative Campaigns: Changing the Way Digital Campaigns Work
A seasoned agency recognizes that media consumption nowadays is more than just the initial viewing experience: it’s all encompassing. Your audience wants to engage, comment, share, and experience it. The ability to tap into this insatiable consumer behavior is what makes creative viral digital campaigns. In other words, a few small changes in how you’re approaching […]
We Must Diversify in Order to Disrupt
Over the past decade, we have seen tremendous strides in advertising diversity, from gender to religious beliefs. However, let’s not pat ourselves on the back just yet. There is still so much room for more progress in attaining equal representation of these marginalized groups. Why Agencies Benefit from Increasing Diversity in their Workforce At its […]
CBC Fall House 2016
Over the course of eight days, 20 editors, bloggers and journalists from top-tier publications attended Cercone Brown’s 11th annual Fall House in Santa Barbara. From October 16-24, attendees from publications like People, The Huffington Post, and SELF immersed themselves in the Santa Barbara County lifestyle as they lounged by the pool, explored picturesque California beaches, […]
Facebook Urges the “Everyman” to Go Live
Even though the birth of Facebook Live occurred last April, the brand has successfully preserved the feature’s spot in the limelight. Over the past several months, the world has watched countless brands, bloggers and celebrities use it to creatively advertise products and reach new audiences. Whether it’s through cooking tutorials, a glimpse behind the scenes […]
Marketing to Humans
Controversy was sparked last year when Target went gender neutral with some of its products; with it came an important conversation amongst brands about the potential pitfalls of playing into gender stereotypes. Many consider gender to exist on a spectrum rather than a male-female binary, causing brands to realize that consumers are more complex than […]
The Art of Streaming Could Be Music to Advertisers’ Ears
The advertising world figured out long ago that consumers are hungry for media, and with that insatiable demand comes expectation for instant gratification. People want their media yesterday, especially music. Though music streaming platforms have spiked in popularity, they remain an untapped market for advertisers … aside from the usual digital ads. Users of the […]
Civic Publicity
Public relations and advertising campaigns draw attention to brands. But what if those campaigns focused on more than just the brand’s products or services? What if they went the extra mile? Civic Publicty Civic marketing and publicity is a combination of public relations and civic engagement occurring when brands use their notoriety to rally people […]
Video Killed more than the Radio Star
The conversation between consumers and advertisers is constantly changing. There has been a clear transition from “traditional” media towards social media advertising and it’s not difficult to notice the surge of this movement when scrolling through your social feeds. The Trend in Digital Video Dynamic visuals and videos break through the constant clutter in your […]
People Remember Experiences, Not Products
For brands that want to have a lasting impact, one thing is important to know: people remember experiences, not products. Why it’s Important Experiential marketing and branded entertainment immerse consumers into brands, forming positive associations and sometimes inspiring them to become brand influencers. Through events and other branded entertainment, you give the consumer a tangible […]