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The Anatomy of a Great Case Study

Contently - Strategy

At Ogilvy, I was a member of the four-person case study writing committee. Our main target was the Effies, the premier awards show celebrating advertising effectiveness. We won Most Effective Agency Office in New York relying on the tried and true case study framework: objective, strategy, results. Get permission first.

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Why Every SEO Should Study Branding with Alex Johnson

Buzzstream

I recently saw Alex publish a fantastic LinkedIn post about why every SEO should study branding. (It’s And, but before that, to be honest, my, my love for marketing is much more on the like brand and advertising side. Why consumers operate a certain way and how brands interact with them. I love watching commercials.

SEO 62
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10 Research-Based Tips for Writing Better Content

Cision

When I looked into what actual research has been done into words that work well to convert customers, what I found was that linguistic research isn’t focused as much on what you say or write as much as the context and framing of your words. Give them a reason (even if it’s not even THAT good). This is known as “satiation.”

Writing 144
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#14: What happens when influence outshines advertising?

NewsWhip

What happens when influence outshines advertising? They explore MSL’s approach to linking up earned, owned, and paid media in a world where consumers are in the driving seat. They explore MSL’s approach to linking up earned, owned, and paid media in a world where consumers are in the driving seat. MARCH 26, 2021.

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This Week in PR Ethics (5/18/23): Taking on Climate Lies

Ethical Voices

The program included a keynote from Jonathan Schrag, the Deputy Climate Chief at the Office of Climate, Innovation and Resilience for the Commonwealth of Massachusetts, as well as the presentation of four academic research studies around the spread of climate misinformation. But the main focus of the event was the academic studies.

Ethics 81
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Trust and the Unlikely Reinvention of Advertising [UML]

Sword and the Script

Use PR to build a brand and advertising to defend it. The point of that philosophy used to be that, while you can build a brand with advertising, it’s very expensive. More recently, fake news has laid the groundwork for a new-found trust in advertising. 1) In advertising, we trust. PR is less expensive than advertising.

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3 Studies Demonstrate How Earned Media Drives Behavior and Credibility; Executives that Understand PR Tend to Value it More [UML]

Sword and the Script

Yes, according to the study: “Over 58% of consumers say they at least sometimes trust what a company says about itself on its owned channels more than what a reporter says about that company in a news article.”. Advertising is a distant third. I’d say this study still largely supports that perspective.

Study 61