BRAVO to Kellogg, Nielsen Catalina and CBS for their work to measure the longer-term effect of advertising…which many have come to doubt. While the study is obviously limited to this one product category and medium, it sends a powerful message that media fragmentation and social media have not diminished the power of good stories, well told...in traditional media. Let’s hope they expand their studies in terms of product/service groups and media. http://adage.com/article/cmo-strategy/study-finds-long-term-ad-effects-strong/293636/

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AuthorPeak Biety

TAMPA, Fla. – (2014) – Faced with a highly competitive and quickly evolving medical device market, Mercury Medical turned to PeakBiety branding + advertising to develop an extensive and bold series of print ads to highlight their position as innovators in the medical device field. Mercury has built its reputation by forming close collaborations with healthcare partners, proactively seeking out new products, and by focusing on new products that increase value by both improving patient outcomes and reducing costs...

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AuthorPeak Biety

Does this scenario sound familiar? You and your agency have done excellent work defining the target audience, developing creative strategy and coming up with compelling work. Now you’re ready to get a media plan together and get rolling.

But wait, what’s the media budget? How much will it actually take to make the advertising work?

Some people think ad agencies only care about high profile jobs like national TV spots. But any agency worth its salt knows that TV isn’t the answer for every brand.

 Today’s customers face an abundance of brand choices, making it increasingly difficult for advertisers to communicate compelling reasons to be chosen...

Over the years we’ve observed a plethora of methods, theories and concoctions used to compensate the ad agency. These include project-based, retainer/fee-based, incentive systems and various other approaches. Although there’s really no one-size-fits-all answer, there does seem to be a trend among small to mid-size advertisers toward project-based compensation as opposed to retainers...