Chobani has selected two new agencies after a summer review -- Droga5 for its creative and Weber Shandwick for public relations and social strategies. Initial work will come at a challenging time, as the company is facing consumer complaints of mold and a recall of some yogurt products. The review ousted Boathouse and Omnicom's Fleishman Hillard.
Client case studies and content marketing through an agency's website tied as the top agency self-promotion tactics for lead generation, according to an RSW/US survey. Agency blogs and social media followed, with advertising pulling up the rear.
It's important for companies to capture the moment with new mobile social platforms as they develop, a General Electric marketing executive said. Noting GE's quick move to take advantage of Vine videos that soon won more than 80,000 followers, GE's Linda Boff said, "There's a premium to being early. There's a premium in terms of attention and the number of followers you get."
The Interactive Advertising Bureau is introducing a Digital Ad Ops Certification program to help professionals deal with programmatic trading, writes Mark Walsh. The move follows a related certification program for digital sales executives. "This new certification is designed to test digital ad operations professionals' mastery of the intricate processes that drive digital marketing," said IAB's vice president of training and development, Michael Theodore.
Digital shopping is changing the way advertising works by requiring agencies to use data collection for personalized ad targeting and to build social media components into every traditional campaign, write Laura Petrecca and Roger Yu. Data analysis is an increasingly important piece of ad strategy, and while creative still matters, "today, you need to be a technology person" to succeed in advertising, Maxxcom Global Media CEO Steve Farella said.