Using a Texting and Driving case study, I draw an analogy with marketing innovation in general and ask why we hold back investing in innovation efforts (in particular when it comes to incusive coverage across all mobile platforms), especially when we're talking about rounding errors.
Serendipity reinvented in a social age and social world. A report back on SxSW and how relationships are being rediscovered and shaped in a world of digital connections.
This one got a lot of traction and deals with the idea that startups are much more active "testers" or experimenters of consumer action, reaction, behavior and ultimately insights....than brands. The best way to understand consumers is not through one-way mirrors and focus groups, but rather through actual interactions. Startups remind us to "learn" by "doing".
I draw an analogy between weight loss and innovation as it relates to change. Best laid plans or fear of making the first move lead to the same outcome: lethargy, inactivity and essentially stagnation or decay.
Enjoy the articles and feel free to "join the conversation" with your thoughts, feedback and/or pushback.
At the end of my presentation, I challenged the audience to do one thing in the remaining six months of the year: test or pilot an innovation program that took them out of their comfort zones and allowed them to experience an emerging technology or perhaps just one platform they were deficient in.
I invited the brands to call me on New Yearâs Eve, saying I would be close to my phone and looked forward to hearing a first-person account of their program, what theyâd learned in the process, what they would do differently -- and most importantly, what they would do next.
Dec. 31 came. Dec. 31 went. The phone didnât ring.
Even sadder was that I always knew it wouldnât.
But why?
Scenario A: The overflowing glass
In this exceptional scenario, the brands were already piloting, accelerating, even investing in technology, platforms, startups and/or projects designed to obliterate their competition. They didnât call because they didnât need to call. They had successfully moved beyond dipping their toes in the water and didnât need me to give them a gentle nudge (shove) into the blue ocean.
To them, I say: Youâre awesome, but you still should have called. At the very minimum, Iâll profile you and your company in my next book. While I recognize your need not to share your successes with the outside world, you are in fact so far ahead that the others may never catch up. Plus, this is the sharing economy -- and if you want to learn from others, you should contribute to the growing pool of best practices and case studies.
Scenario B: The glass half-full
Letâs say every marketer left the event energized and emboldened to innovate. They ignored the hundreds of political and yet banal emails. They even delegated the âfiresâ back at the office to underlings. Instead, they piloted to their heartâs content. So why didnât they call? Perhaps they thought I was joking. Perhaps they figured their job was done when they checked 1 x pilot program from their 2013 to-do list.
To them, I say: The only way to keep on innovating⦠is to keep on innovating. Now that youâve completed one successful program, what will you do next? Innovation is a journey, not a destination and you will NEVER reach the finish line. Whether covering the digital, social, mobile or emerging categories, there will ALWAYS be an area where youâre lagging.
Scenario C: The glass half-empty
Same as earlier, except the programs didnât work as well as perhaps was anticipated. Why didnât they call? These brands didnât want to admit failure, and so they refrained from calling out of empathy and consideration: they just didnât want to let me down.
To them I say: Keep your head up. You are all winners. There is no such thing as failure in the Age of Improv. Itâs all about the pivot. Donât give up. Youâll be so much better next time.
Scenario D: The empty glass
Flatline. You did nothing. You forgot. You didnât care. You were distracted. You didnât have enough bandwidth. Your agency talked you out of it. Your boss talked you out of it. You couldnât sell it. You gave up. You didnât believe. You didnât care. You werenât motivated enough. Something came up.
Pick your poison. This is not mutually exclusive multiple choice. Check all that apply.
To them I say: you just lost ANOTHER six months. You bet the farm on the status quo, with hope springing eternal that the IPSOS data would be your salvation. You put your stock in the new tagline or campaign or promotion and the result was crickets. And in July of 2014, when the next speaker challenges you, you will have lost yet another six months.
Stop the rot. Make that change. Commit to action. Time flies when youâre stuck in purgatory, waiting in vain and resigned to die.
Those are my four scenarios. If you were in the audience, which one did you fit into? And if you werenât there, which one do you think was the more likely scenario?
I think you know which one I believe is the more realistic outcome.
Why is this the case?
What needs to change to avoid this mindless reenactment of Groundhog Day?
My latest MediaPost column makes the case that startups are not a fad, fleeting tactic du jour or "The Next Big Thing."
Actually what I really hope is that less brands will be doing the WRONG things with startups and more brands will be doing the RIGHT kind of partnership and collaboration.
Read on and weigh in...
My friend David Berkowitz, CMO of MRY, just wrote an opinion piece titled âWhy Brands will Focus Less on Startups in 2014.â In the piece, he cites (1) clutter, (2) too much P.R, and (3) lack of results as the three reasons why âbrand and agency love for startups is going to fizzle.â
What David is referring to is a sickness that seems to strike many marketers and is passed on to their agencies (or perhaps it is the other way round): namely TNBTS, or The Next Big Thing Syndrome. The good news is that there is a cure. Itâs called strategy. When there is none present, I strongly recommend abstinence (hence, the title of Davidâs article, and why I chose to take the same title although I have a divergent opinion.).
âClutterâ represents all the noise out there; the tonnage; the quantity of startup candidates. In fact, when TechCrunch pretty much opened its entire startup database to the public, I rejoiced. 30,000+ one-liner descriptions in an Excel spreadsheet! Thatâs like referring to the phone book as your list of potential dates. Good luck with that! The antidote to noise is the filter, curation or vetting that helps weed âtoo manyâ and weave âtoo fewâ into âjust right.â
The problem with P.R. is P.R. itself. Ever since I stumbled into the world of P.R. during my social media days, I keep coming back to âthose who can, do; those who canât, P.R.â as I wrote in an Online Spin six+ months ago. I do recognize, however, that there is value to both internal and external merchandising. I think where David and I diverge is that he is referring to P.R. as being first to market with Vine, Snapchat or Google Glass â ALL OF WHICH are hyped up by the very P.R. and trade engine that accepts or rejects what is newsworthy on their terms. In addition, none of these platforms are early stage; none of the collaborations are strategic; all of them benefit the trade publications and the platforms themselves (can you say acquisition or IPO?) as opposed to the brands that helped them get there in the first place!
Then thereâs âresults.â Certainly if a startup collaboration is being attached to quarterly earnings, then we would do well to cut off funding to them altogether and instead invest this money to determine the same âresultsâ from âworkingâ media â specifically, how many millions of dollars are being completely wasted and negligently justified through outdated marketing mix modeling.
I hope 2014 is not the year of the startup. Itâs very simple: 2013 was the year of the startup. 2012 was the year of the startup. Every single year in which the entrepreneurial spirit is alive and kicking is the year of the startup. Startups are nothing new. They were, are and always will exist.
To cover startups so prolifically (Berkowitz notes that the word startup was mentioned in Ad Age more times in 2012 than 2005-2009 combined) and then summarily declare, âitâs overâ is proof positive of TNBTS.
I hope 2014 puts an end to endless âspeed datingâ without any intention of a second date; hack-a-thons with an emphasis on the word âhackâ; brand accelerators that are led by agencies who implode when their one-man-band startup-guy leaves to join another agency or, more likely, a startup; and, last but least, the $5,000 pilot program, which is nothing more than a checkmark on the Next Big Thing checklist.
When the dust settles, fewer brands will be standing, and these brands will continue to enjoy unprecedented competitive advantages from profoundly partnering with startups. Brands like Under Armor, which just acquired MapMyFitness. Brands like Intuit, which acquired Mint. Brands like Avis, which acquired ZipCar. Or Brands like MondelÄz International (an Evol8tion client) that just won Mobile Marketer of the Year based in part on their Mobile Futures Program.
They all thank you for reading Davidâs article and taking it at face value.
A month after the book launches, I'm finally getting to the blog post about my 4th book, which I've co-authored with my former client and current friend, Maarten Albarda.
Why has it taken me so long to write about it? I suppose a number of reasons:
I've been really busy with Evol8tion work, extensive travel and a ton of speaking, including giving the Z.E.R.O. Keynote, which I'm happy to say is extremely tight and being tremendously well received. Normally it takes me a while to find the perfect presentation mix, but with Z.E.R.O., I've hit the ground running...
I've had blogger's block or writer's blog or something to that effect. Writing a book really takes everything out of you and I've been waiting to find my writing groove at least on the blog
What I have been doing is writing Online Spin on MediaPost bi-monthly. It's been just over a year now and I'm happy to announce that I'm moving to the "Lead Off" position on Monday's, alternating with Maarten, who makes his debut next Monday.
Most importantly, Z.E.R.O. marketing is all about slow burn and long tail. It's about using existing customers to gain new ones. It's about utilizing customers and advocates in innovative ways, leveraging existing assets as opposed to piggy bagging on the borrowed interest and/or equity of middlemen.
In Z.E.R.O., our position is that a perfect storm is comingâ¦in fact it may already be here. To make this case, we introduce several key arguments: business, economic, consumer, media and creative cases â any of which could â by itself - be enough to be the straw that breaks the camel's back, but when combined presents a perfect storm scenario.
Our central premise is that if media inflation continues to outpace and run away from economic inflation, the bottom may fall out the media model. Put simply, it will become practically impossible to maintain minimum acceptable levels of reach, frequency, share of voice and presence in the marketplace.
Our solution for this eventuality is the Z.E.R.O. Manifesto, which holds that in a perfect world, the optimal paid media budget would be zero. In other words, brands would not need to spend a dime on paid media, because they would have enough customers; enough word-of-mouth; enough rabid fans and advocates; enough referrals; enough partnerships with entrepreneurs, startups and technology investments; and last but not least, enough assets to activate, amplify and monetize. What is an asset? Your people. Your products. Your packaging. Your clothing. Your billboards. Your trucks. Your stores. Your website. Your content.
Talk is cheap. So many books outline a problem, without putting forward a solution. Section 3 introduces a 10-point action plan, which presents 5 ways companies can implement Z.E.R.O. Internally (Cultural, Organizational), as well as 5 ways they can truly bring Z.E.R.O. to life externally (Strategic, Tactical). From compensation to budget setting; from flipping the funnel to innovation. It's all inside.
Whilst the Z.E.R.O. Vision is for brands to shift from being tenants (renting media) to landlords (owning assets), the "hidden message" here is the paid media will continue to exist (after all the world is not perfect), BUT it shifts from being the "go to" first port of call or star of the show to the final piece of the puzzle; a topper up or co-star / supporting member of the cast/ensemble. That's a significant shift as is the call-to-action for brands to audit their connections and ultimately strive for a 50:50 mix between direct:indirect (assets:media) by 2020.
Z.E.R.O. is not for everyone and I think it's important to manage expectations. This book is specifically written for C-suite executives that work for leading brands. Which doesn't mean to say that if you are a small business owner, this book isn't for you. In fact, you should look at the struggles and challenges presenting themselves to larger companies as your "foot in the door" or gain. In the 10-point action plan for example, the first 5 items that Maarten writes about from first-hand invaluable experience should all be second nature to you and non-issues. So skip past these if you like...or plan for the time when you get so big that you too will suck (as Jay Chiat once said)
And now comes the part where I ask for your help.
Buy the book. For yourself. Your clients, colleagues, partners, superiors, subordinates, friends, enemies, frienemies!
If you buy in bulk, I will do my best to help you out. Just contact me. I'll also try and sign copies for you, which can be done a variety of ways
Please review the book on Amazon.com, BN.com etc.
Going back to Life after the 30-second spot and Using New Marketing to Prove New Marketing (UNM2PNM) which is very keeping with the Z.E.R.O. theme, if you agree to review the book, I'll send you a copy with my compliments.
Maarten and I know that this book will leave a lot of people very uncomfortable, but it's tough love at worst and a game changer at best. Maarten and I put it this way: if we're wrong about this, you're a winner because you diversified your portfolio, you retook control as a marketer and you invested in your customer...but if we're right about this, well then you just obliterated your competition, potentially changed the game and who knows...perhaps transformed marketing from a cost center to a revenue generator. Maybe you even discovered the next Snapchat, GroupOn or Instagram in the process.
So if you haven't done so already, please give Z.E.R.O. a try. Based on the reactions we're getting from brand marketers who have embraced #zeropaidmedia already, you'll be glad you did!
Yes, it's that time of the year again. Time to rock the vote as the SxSW panel picker moves into overdrive and the audience participation phase of the rigorous selection process begins.
For those of you who don't know what SxSW (South By Southwest) is, check out the Wikipedia Entry. Or if not, in short it's essentially the banner event in the entire interactive/new media/social media/emerging media (you get the picture) calendar. Think CES for consumer electronics. Cannes for Advertising. SxSW for Interactive. The festival is not only for the geeks. There's also a Film and Music festival and for those of you that can make all 3 (Interactive and Music run back to back, but Film bleeds into both), you'll benefit tremendously from the blurring and synergy that comes from naturally overlapping trades.
One of the great things about SxSW is that anyone (and I mean ANYONE) can share the stage via the Panel Picker process. Literally thousands of proposal are submitted and via a 3-pronged vetting system (staff picks, advisory board, public), the eventual shortlist is chosen.
My 4th and new book, Z.E.R.O.: Zero paid media as the new marketing model, will be on bookshelves in October and hot on the heels of this release will be a book reading proposal at SxSW, where myself and my co-author, Maarten Albarda, will highlight key excerpts, takeways and central themes of the book.
In 2013, myself and the Evol8tion team are actually under consideration for 3 separate panels. If all my panels make it, I would have to choose one (the rules), so let's cross this "good problem to have" bridge when we come to it :)
To make things easier, Evol8tion created a simple splash page, which highlights the 3 panels and links to their voting page. For your information, the 3 panels are:
You DO NOT have to be a registered attendee of SXSW to vote
You can only cast one vote for a specifica panel
You can vote for as many panels as you like
Of course, you can also share the panels on Facebook, Twitter and LinkedIn. This would be awesome, but your vote would be awesom-er!
Thanks so much for your consideration!
PS In the spirit of paying it forward, if you vote for mine, I'll vote for yours. Just ping me with your panel information. Rising tide floats all boats...
Domino's recently announced they were giving $500 "Pizzavestments" to 30 startups. I'd like to match the offer with $15,000 of my own money. There's just no way an individual should be able to match a giant corporation when it comes to making a commitment to startups, but there you go...
To Domino's CEO, Patrick Doyle: "Patrick, I think you're awesome. You've done a phenomenal job all round and led the brand through the YouTube fiasco to the well documented, Pizza Turnaround. I totally get the connection between pizza and burning the midnight oil, but I think you can do better. This isn't a fad, gimmick or ad campaign. Innovation is the lifeblood of corporate evolution and survival. Contact me and let's figure out a better way to spend our $30,000 and then some with bright and talented startups."
This offer is conditional on Patrick making contact with me and the two of us sitting down to brainstorm as per the challenge above. I will not be providing Pizza, but I'm happy to invest in these companies commensurately.
Microsoft just announced they are to write off close to $900m of excess inventory on their Surface tablets. OMG! How is this kind of colossal failure possible? Add the ridiculous amount of money spent wasted on marketing and advertising and you have a billion dollar white elephant and migraine.
I'm sure the surface is not a lemon, but I wouldn't know because all I see on TV is a bunch of out of work actors who can't a job on Apple commercials (because Apple just uses blue shirt geeks now in their commercials) dancing around like cool kids, snapping their surfaces.
Hint: It's a tablet, not a musical instrument.
This is a classic example of old school marketing that simply does not integrate digital and social best practices from 5-10 years ago.
To the execs at Microsoft, I'd like to volunteer my services free of charge to help you turn your frown upside down and Flip your Funnel.
I'm thrilled to announce that as of July 1st, we have two new additions to the growing Evol8tion family: The BeanCast and its host, Bob Knorpp.
The BeanCast is "The Best Marketing Podcast Anywhere" (I know this because it says so on the website) and Bob is "The Best Host Anywhere" (I know this because I've been on the show since pretty much the beginning)
I've been a regular since the early days of the show. The earliest I could find was this episode from 2009. For those of you who don't know The BeanCast, it's a weekly panel discussion on marketing, with a particular emphasis on the digital, social, mobile and emerging categories. At Evol8tion, we call that the "Innovation Continuum" (can you see a connection here?)
As one of the earliest podcasters, I remain extremely bullish on the potential and future for "the spoken work" in an increasingly digital, social and connected world. I suppose it's proof positive of the power of podcasting (alliteration) that both Bob and the Beancast have found a home under the bridge between Madison Avenue and Mountain View.
Bob joins Evol8tion as SVP, Chief Analyst of our BrandWatch product. BrandWatch is a subscription-based insight product designed to help brands understand, prioritize and evaluate their innovation needs. Bob will also use his editorial juices to invest in our Madison & Mountain View (MplusMV) publishing asset.
From an structural standpoint, nothing will change with the show itself. Bob will continue to host and maintain full editorial control. He will also continue to manage the business side of the show. What will change is that the content will become much richer and deeper as a result of Evol8tionâs BrandWatch product.
If you want to listen to a brief fireside chat between Bob and myself, here it is. OK, so we didn't sit around a fire, but it was hot enough outside today so justify the heat reference!
The full press release is below, which also documents a series of new hires, new clients and new solutions at our innovation agency:
For Immediate Release:
Evol8tion Continues Expansion With BeanCast Acquisition
BeanCast Founder Bob Knorpp Joins Evol8tion Team To Lead BrandWatch⢠Offering
July 22nd, 2013
Evol8tion (pronounced Evolution), the innovation agency co-founded by Joseph Jaffe and Gina Waldhorn, today announced they have acquired Bob Knorppâs BeanCast Marketing Podcast for an undisclosed amount. The audio podcast features a weekly discussion with a rotating panel of global advertising and marketing experts, serving up to 75,000 shows a month.
âWeâre excited to include The BeanCast as part of the Evol8tion content offering,â said Mr. Jaffe. âOur goal is to help our brand clients connect to the latest trends and innovations, and match them to startups that fit their needs. The BeanCast is clearly the best show covering the advertising technology space, and having its research and insight resources onboard will add even more value to our clients.â
As part of the deal, show host Bob Knorpp will join the Evol8tion team as SVP, Chief Analyst for BrandWatch, a subscription-based insight product designed to help brands understand, prioritize and evaluate their innovation needs.
âMy vision for The BeanCast was always to provide the best possible insights and education to the marketing community,â said Knorpp. âHeading up Evol8tionâs BrandWatch product allows me to greatly enhance the quality of The BeanCast content, while more fully exploring my passion for informing and training the brand world.â
Knorpp is one of several new hires at the rapidly expanding company, joining Lauren Brown and Jessica Peltz; senior talent recruits from Carat and Zenith Media respectively.
These hires are hot on the heels of multiple key milestones for a company growing exponentially in its second year of operation. Evol8tion recently added Mondelez International to a roster of clients that already includes ABInBev and Unilever. Evol8tion is also currently running the popular Mobile Futures program with Mondelez International, currently wrapping up its North America phase and rolling out in Brazil.
Said Gina Waldhorn, Evol8tion's co-founder and COO, "We are seeing more and more blue chip brands committing themselves to consumer-facing technology innovation in digital, social, mobile and emerging platforms. Evol8tion is playing a key role in facilitating these important connections, having just finished our 15th in-market pilot program in just over a year."
Started in January 2012, Evol8tion (www.startupsforbrands.com) provides brands with a strategic and systematic process to connect with âmatchedâ early-stage startups. Evol8tionâs core offering includes BrandWatchâ¢, an education and evaluation framework, and BrandMatchâ¢, an execution framework, which combine to both qualify and quantify technology solutions to solve business problems.
The BeanCast (www.thebeancast.com), now in itâs sixth year of production, will continue to produce weekly shows with Knorpp as host and producer.
It's hard to resist making this a looooooooooooong post, so instead I'll do my best to be as brief and succinct as possible, so here goes...
My good friend and ex-client, Maarten Albarda and I are co-authoring a book together. It's my 4th book (after Life after the 30-second spot, Join the Conversation and Flip the Funnel) and Maarten's first. Besides sharing the same vision and passion for the subject, we're bringing a 1-2 punch to the table in the form of advertising-agency perspective on the giant elephant in the room: media or rather paid media.
The book is called z.e.r.o. and the sub-title, "zero paid media as the new marketing model" kind of says it all (and in less than 140 characters).
The book posits that in a perfect world, your paid media budget would be z.e.r.o. - literally, but also figuratively in the form of an acronym which stands for Zealots (advocacy), Entrepreneurship (innovation), Retention (customer centricity) and Owned Assets (moving from tenant to landlord)
On one hand, it's me returning to my "Life after" roots, but on the other other (and more poignantly), it's our set up of our premonition of a perfect storm approaching in marketing; one in which the bottom could conceivably fall out of the media model. Fortunately, the world is not perfect and change takes longer than we expect, but then again...just look at how your world has changed in the past few years to validate the fact that sitting and doing nothing is not a viable solution.
For me, it's a bold move for two reasons:
I've made the move from being a 3-time published author to self-publishing (thanks to Richard @ Wiley for everything to get me this far and props to my new home, Archway Publishing)
Review the various pledge rewards and become a backer. We've named them after famous misers.
From the Hetty Green and Warren Buffet (digital and hardcover copies respectively) to the maximum reward, which delivers 10 autographed books and an in-person keynote from either Maarten or myself (only 2 available per person)
The no-brainer and value rewards are the Mr Burns and Mr Krabs respectively, that also include a 140-character acknowledgement (plug) in the book itself
We just pre-launched the book and Kickstarter campaign at the Festival of Media in Montreux, but here's the crazy part...in just over 24 hours after I hit the publish button (in stealth mode), we've almost hit our initial funding goal of $10,000. With your help, we'll push this over the edge and see how far we can take it.
The wild thing is that the book will become it's own case study insofar that it will demonstrate how we were able to self-publish our book for "z.e.r.o." by tapping into our advocates and leveraging our owned assets. It's U.N.M.2.P.N.M. circa 2005 retooled for 2013.
So...if you're part of my community and/or appreciate my content, show your support on Kickstarter with the pledge amount (or more if your heart desires). I will post regular updates over the 6 week period to acknowledge my backers (which would be you)
And all things being equal, Z.E.R.O. will launch in September of 2013 and will contain the 10-point action plan towards implementing this bold vision towards helping marketing evolve, normalize and allocate scarce resources to a re-prioritized hierarchy of connection points.
My first Online Spin article, where I revisit good old Second Life as an analogy to present day commitment to startups by brands. It's all about patience, commitment, perseverance and staying the course, but more importantly, it's about recognizing that brands (and not the media) have the power to make the difference in terms of an emerging platform.
I guess I was called a âSecond Life boosterâ back in the day -- and guess what, I was OK with that. I still am. As an early adopter (professionally) in the virtual world of Second Life, I witnessed firsthand the highs and lows; how the press initially went gaga over it, and then turned their back, to the point of making it their personal vindictive mission to destroy evidence of any self-created hype.
Perhaps my former companyâs island of crayonville was a utopian oasis that existed in the eye of the storm. Perhaps our âVirtual Thirstâ foray for our client, Coca-Cola, was the exception to the norm, since the brand did not (like many others in the early days of Second Life) get pelted with flying penises for its troubles.
In many respects, we were witnessing a mini-bubble being artificially pumped up and then burst in spectacular fashion. And all the while, real people were making real money -- admittedly, doing unreal things.
Virtual worlds, gaming environments, augmented reality, avatars and 3D simulation should not be alien terms to you. It should not come as a surprise that these items once coexisted in perfect harmony with each other, along with red dragons and drag queens. What might surprise you is my assertion that brands were to blame for the demise of Second Life.
Can you imagine if Christopher Columbus had looked out his telescope at the âNew Worldâ only to see angry, strange-looking people with painted faces and ornate head dressings waving native weapons -- and subsequently turned around to head back to Europe?
Sound familiar? It should be, because itâs the same scenario that happened in Second Life. And I hope it doesnât happen again with respect to collaborating with startups.
These days, brands have become enamored with the next bright and shiny object, namely conducting tests or experiments with startups. Only startups arenât some passing fad, gimmick, flavor of the month or test tube guinea pig. Collectively, they represent value propositions or utilities that disrupt norms, challenge conventions and move markets. Only they wonât get to realize their vision -- their proof of concept -- if brands continue to hold them at armâs length, dispatching their agency minions to negotiate the impossible âbig ideas at scale.â
Innovative and unprecedented executions are absolutely doable. It falls apart when brands turn away because the reach isnât there -- or, put differently, they canât measure or compare these âstartlingsâ to incumbent blunt instruments like TV, radio, print or even online.
My message to brands is very simple: donât be turned off startupsâ lack of reach. In fact, this should turn you on! Youâre dealing with the most fertile real estate, untouched and unspoiled by the âmassesâ (even your competitors). You have the incredible opportunity to help them achieve their path to reach with your brand dollars, talent, resources and media.
You have the unique chance to join forces with them at the earliest possible stage to co-create and own that big idea.
And, irony of ironies, you have Second Life to thank.
to the reincarnated and reinvigorated Jaffe Juice.
What was once a weekly op-ed column is now an unshackled, uncensored and uninhibited dialogue
on the subjects of new marketing, advertising and creativity.
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