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What Marketers Are Focused On Right Now

by Meghan McDonnell, Thursday, October 16, 2014

I'm often asked what our marketing clients are focused on, particularly as we near the end of one year and embark on planning for the next. 

In reading McKinsey's article, Marketing Disruption: Five blind spots on the road to marketing potential, I was struck by how well it covered all of the concerns we're currently hearing from our clients.

It is a must read.

Top 100 Most Valuable Brands

by Pile and Company, Thursday, October 09, 2014

Every year Interbrand publishes a list of the most valuable brands in the world. While there is always some debate as to who will land at number one, the top few slots are typically comprised of the same big players. This year, the top six brands haven't changed from last year, with Apple coming in first and Google hot on its heels.

Check out the full list of the top 100 brands here and let us know if you agree. 


Office Depot OfficeMax and McCann/UM

by Pile and Company, Tuesday, September 30, 2014

Congratulations to our client Office Depot OfficeMax and McCann/UM on their new partnership! Read more here

How Sponsors Are Responding to NFL Controversies

by Pile and Company, Wednesday, September 24, 2014

The 2014 NFL Season kicked off with a number of controversies surrounding their top players. Fans and the general public are now weighing in on the incidents, the league's response (or lack thereof), and the sponsors.

First up was Cover Girl and the makeup giant's NFL campaign featuring women showing their "Game Face." After the Ray Rice video, the brand's "Game Face" image for the Baltimore Ravens was doctored (by someone in the internet ether) and a black eye added. The meme was shared, tweeted and linked and became a battle cry for NFL Commissioner Roger Goodell to step down. Despite this, the brand has no intentions of ending their existing sponsorship.

This seems to be the case for most sponsors of the league. Although they have expressed their varying degrees of disapproval with the NFL, they haven't stopped advertising.

P&G is an exception. They cancelled their massive month-long, on-the-field campaign to support breast cancer. However the company still plans to donate funds to research efforts.

As with any celebrity endorsement or sponsorship deal, there is always the risk of a controversy. And a brand's response varies by the offense and the degree to which they are affiliated with the offender. Or, perhaps most importantly, the degree to which the public calls for action.

Even the Best Client-Agency Relationships Need Evaluations

by Pile and Company, Friday, September 19, 2014

We are often asked by clients why they should conduct annual or biannual performance evaluations with their agencies. What's the benefit? What's the point?

Today on Ad Age, Presidenand CEO of Pile, Judy Neer, weighs in on the benefits and misconceptions of the practice, advocating for regular, formalized, two-way dialogue between clients and agencies to build and maintain stronger relationships.

Check out the article here and let us know what you think in the comments. 

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