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New York-based veteran of advertising, R/GA’s Bob Greenberg, on what lies ahead in business and advertising

Busi­ness devel­op­ment man­agers who vis­it these pages will be aware that we often like to focus on up-and-com­ing com­pa­nies here; but every now and then, a dis­tin­guished vet­er­an of Adland offers some insights that are too impor­tant to ignore. Bob Green­berg, co-founder, CEO and Chair­man of adver­tis­ing agency R/GA has been doing a lit­tle ‘wis­dom dis­pens­ing’ as he pre­pares to be induct­ed into AdAge’s Adver­tis­ing Hall of Fame. If you’re a busi­ness devel­op­ment man­ag­er who likes cre­ativ­i­ty heav­i­ly laced with wis­dom, Green­berg is too good to be missed. Func­tion­al Inte­gra­tion He told AdAge that adver­tis­ing agen­cies face excit­ing but dis­ori­en­tat­ing dis­rup­tions, per­haps the most piv­otal of which will be the sys­tem­at­ic inter­sec­tion of tech­nol­o­gy (includ­ing infor­ma­tion and the inter­ac­tive aspects of the inter­net like mobile and social) with phys­i­cal space, most espe­cial­ly retail. He calls this “func­tion­al inte­gra­tion”, a devel­op­ment which places the con­sumer at the cen­ter sur­round­ed by ser­vices and prod­ucts. This was essen­tial­ly what Apple and Google real­ized. Green­berg explained: “What [Steve] Jobs was able to do was to cre­ate prod­ucts and ser­vices that were inte­grat­ed so the con­sumer would buy many of them rather than just one. So the new mod­els are what we call func­tion­al­ly inte­grat­ed…

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Advertising Media Jobs Are on the Rise

Advertising Media Jobs Are on the Rise

Adver­tis­ing media jobs are abun­dant nowa­days due to the emer­gence of many Inter­net-based media and oth­er alter­na­tive options for infor­ma­tion replac­ing the old prac­tice of read­ing news papers and mag­a­zines alone. Gone are the days when a fresh adver­tis­ing grad­u­ate land­ing his first job ever in a media com­pa­ny should pre­pare to meet with news­pa­per and mag­a­zine edi­tors for the pur­pose of get­ting clients for the com­pa­ny. Adver­tis­ing media jobs deals with set­ting up appro­pri­ate ban­ner ads with the help of their clien­t’s mon­ey for the objec­tive of pro­mot­ing spe­cif­ic con­tent per­tain­ing to the prod­uct or ser­vice offered by the clien­t’s busi­ness. This is achieved by com­mu­ni­cat­ing with sig­nif­i­cant net­works and spe­cial con­tent pro­mo­tion providers. With the pres­ence of online medi­um like online news­pa­pers and mag­a­zines; writ­ers, edi­tors, pho­tog­ra­phers and oth­er adver­tis­ing peo­ple have found a new genre of inno­v­a­tive envi­ron­ment as an expo­sure to what is con­sid­ered as the lat­est trade in the adver­tis­ing world. This new envi­ron­ment also brings about anoth­er mile­stone when it comes to adver­tis­ing media options giv­ing more room for growth of those who are crav­ing for career improve­ment to go with the present-day flow of tech­nol­o­­gy-dri­ven changes. With this in mind, it is expect­ed…

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Instagram signs big deal with its first advertising agency, Omnicom

It only seem like a few weeks back that we were report­ing on Instagram’s deci­sion to pro­ceed with its care­ful­ly tout­ed soft­ly, soft­ly approach to mobile adver­tis­ing; and this month it’s tak­en the process a big step for­ward by sign­ing its first deal with an ad agency: New York-head­­quar­tered giant, Omni­com. You don’t need to be a vet­er­an of media jobs in mobile adver­tis­ing agen­cies to appre­ci­ate that a $100 mil­lion deal is pret­ty size­able. The many brands work­ing with the media and cre­ative agen­cies con­sti­tut­ing the Omni­com group can now access Insta­gram as an extra medi­um for their adver­tis­ing cam­paigns, at least for the next year, which is how long the deal cur­rent­ly lasts for. Test­ing the waters Much of the last year was spent by Insta­gram try­ing out adver­tis­ing from brands like Levi’s, Lexus, Ben & Jerry’s, Gen­er­al Elec­tric and Michael Kors. Again, you don’t need to be a genius in the world of mobile adver­tis­ing to fig­ure out why it took the step: eMarketer’s fig­ures show in 2013 that the glob­al mobile adver­tis­ing mar­ket expand­ed by 105.9 per­cent, sky­rock­et­ing from a size of $8.8 bil­lion in 2012 to $18.8 mil­lion. The growth of the U.S. mobile ad…

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Firstborn, the friendly New York digital agency with a “no-diva” policy

Pic­ture this: you’ve got a brand new job as a busi­ness devel­op­ment man­ag­er at a dig­i­tal agency and you’re rear­ing to go. But while you’re keen to start dri­ving those online adver­tis­ing sales, you feel just a bit like the new kid arriv­ing at school, wor­ried about eat­ing lunch on your own. If you land­ed your job at New York dig­i­tal adver­tis­ing agency First­born, that feel­ing won’t last long as the firm goes out of its way to wel­come new­com­ers. Fam­i­ly warmth  Found­ed by Michael Fer­d­man (now its CEO) back in 1997, First­born has chalked up an impres­sive list of clients over the years, amongst them super­star celebri­ties like Madon­na, for whom it made a dig­i­tal ver­sion of her album “Music”. Cur­rent­ly, the ros­ter includes big names like Under Armour, Moun­tain Dew and Aflac, and a few weeks back it cre­at­ed a con­­tent-dri­ven web­site for A‑list fash­ion design­er Tory Burch (the site streamed the New York Fash­ion Week event). Fer­d­man decid­ed to sell the com­pa­ny to Dentsu in 2011, and moved it and its 90 staff to the majes­tic AT&T build­ing in low­er Man­hat­tan, where it shares stu­dio space with its New York dig­i­tal neigh­bor, 360i. The wel­com­ing atmos­phere is…

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PlaceIQ, the New York mobile ad startup taking location-based advertising to new heights

New York’s loca­­tion-based mobile adver­tis­ing start­up Pla­ceIQ can’t seem to throw a stone with­out hit­ting an investor or three; even though it wasn’t seek­ing to raise new cap­i­tal, it’s just announced a thump­ing $15 mil­lion Series C cash injec­tion, cour­tesy of a round led by Har­mo­ny Part­ners. New investor Iris Cap­i­tal also par­tic­i­pat­ed, along with exist­ing investors. From geofenc­ing to loca­­tion-based behav­ior Those who’ve held media jobs in mobile adver­tis­ing agen­cies for any length of time will be aware that, just a few years ago, geofenc­ing was the new kid on the block that every­one was scram­bling to ape. OK, it was clever – smart­phone users walk­ing past a store could be deliv­ered an ad for that store. But Pla­ceIQ has played a big part in extend­ing loca­­tion-based mar­ket­ing to encom­pass what its CEO, Dun­can McCall, calls “a pro­pri­etary under­stand­ing of the world.” It har­ness­es anonymized loca­tion data to build up a much broad­er pic­ture of smart­­phone-user behav­ior, allow­ing adver­tis­ers and agen­cies to not only tar­get ads but track their suc­cess. The platform’s track­ing and attri­bu­tion capa­bil­i­ties are going down a storm amongst mobile adver­tis­ing agen­cies and brand adver­tis­ers — and investors clear­ly like what they see. If a trav­el…

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