The Creativ Brief: What are Advertising NewFronts

Next week thousands of advertisers, agencies, and media owners will coalesce in Manhattan for Newfronts, hosted by the Interactive Advertising Bureau.

The Interactive Advertising Bureau, more commonly known as the IAB, is an American advertising business organization tasked with conducting research, and supporting members via public policy. The group also sets general standards for digital advertising, including what constitutes a view, digital tracking rules, cookie enablement, and more.

Wes MortonApril 26, 2024advertising, marketing, newfronts, newyorkComment

The Creativ Brief: Creativ Insights launches with new executive leadership

This week we made the biggest strategic move in our young company's history, joining forces with data science firm TalkAItive to form a new division, Creativ Insights.

Our bet is two-fold:

The marketing industry needs better methods to evaluate their consumer data, campaigns, media valuations, IP values and…
Applying machine learning to those marketing challenges will provide the best solution.

To deliver on that strategic bet, we had to expand our team.

Wes MortonFebruary 2, 2024marketing, advertising, NYC, Ad Sales, StrategyComment

The Creativ Brief: How Technology Affects Language

Traditional English grammar is degrading in favor of readability.

Where the Oxford elites would call for a comma - there is now a dash.

Instead of formal capitalization, one can capitalize ANYTHING for emphasis.

In lieu of a word, one can put a simple 😊.

Wes MortonJanuary 12, 2024marketing, advertising, nocap, technology, languageComment

The Creativ Brief: 2024 Predictions and Learning Something New

For many professionals, today is the last work day of the year. I want to thank you for reading the Creativ Brief this year.

We leave you with a few rapid 2024 predictions to ponder over your break.

Wes MortonDecember 22, 2023marketing, advertising, creative, new years, 2024Comment

The Creativ Brief: Price vs Consideration

The more something costs, the more consideration one needs before they purchase.

A bag of chips takes less consideration than picking out a nice restaurant. A new toy is considered less than a new piece of furniture. A vacation destination less than a new car. Leasing an apartment less than purchasing a house.

Wes MortonSeptember 22, 2023marketing, advertising, TVComment

The Creativ Brief: Navigating the Business Conference

We’ve all participated in the business ritual of formalized networking - the business conference.

According to Gartner, businesses spend an average of 10-20% of their marketing dollars on events, making the pressure to see an ROI a must.

Wes MortonSeptember 1, 2023marketing, B2B, AdvertisingComment

The Creativ Brief: Data, data, data, what is it good for?

The unfortunate reality is whether it's a decision, strategy, or campaign, data mostly serves as confirmation bias to whatever the agency and marketer want to do anyway.

DigitalWes MortonAugust 18, 2023data, insights, insight, marketingComment

The Challenger Brand Opportunity. Taking Advantage of the Advertiser's Dilemma

New market entrants should recognize the advantages they possess over their larger rivals. Their ‘newness’ affords them several opportunities to displace, or even replace, their competition. Bigger does not always mean better. In the free market, Davids topple Goliaths every day.

Marketing Strategy, Macro MarketingWes MortonDecember 15, 2021advertiser's dilemma, challenger brand, branding, marketing, small brandsComment

The Advertiser's Dilemma and the Curse of Lagging Cultural Relevance

Yes, consumers hate most ads but that is because most advertising is bad. Yet, that begs the question - why are so many ads bad and what constitutes ‘bad’ in this advertisers opinion? In this white paper, we explore the incentive structures that produce most advertising we see today.