Author Archive | Drew McLellan

How to be a good agency client

I’ve been working in advertising agencies for almost 30 years now and I’ve had the incredible good fortune to work with some amazing clients over the years. Early in my career, before I had the deciding vote on who we’d serve, I also worked with some real jerks. For most of us in the marketing […]

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Is creativity bad for marketing?

As a writer just typing the question – is creativity bad for marketing – hurts a little. Advertising and marketing people pride themselves on their creativity. After all, it’s one of the lures of the profession for most of us. But does it serve our businesses and our business goals? On the surface, it’s easy […]

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Who determines absolute value?

Many people, myself included, believe in the power of a strong brand. Brand positioning has influenced buying decisions for years and a company with a strong sense of their own brand and a commitment to authentically walking out that brand is at an advantage over their competitors. In the past, a great brand could significantly […]

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Should you be a content marketer?

Content marketing.  It seems like everyone’s talking about it. But what exactly is it and what can it do for your business? Odds are, if you’re doing any marketing at all — you’re at least accidentally dabbling in content marketing. But, should you be a content marketer?  Let’s look. First — it goes by many […]

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Trends we can’t ignore

  In marketing, we’re always being asked to look into the future and foresee what’s coming down the road. We get plenty of help as the New Year rolls in, as the predictions freely flow. One of the most comprehensive looks at the coming year is JWT’s Trend Report. Their report is the culmination quantitative, […]

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Media coverage is not a given

I have the opportunity to review many business plans and one thing that always causes me some concern is that every business owner believes that they can generate a significant amount of marketing exposure by getting media coverage. They pepper it throughout their plan because to them, it feels free and easy to get. I […]

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Direct mail is the hot new media

Who would have thought it?   People have been predicting the death of direct mail for over a decade.  And yet, here we stand in 2013 and have to admit — direct mail is the hot new media. As everyone flocks to spending more time online, a curious thing happened  Our mailboxes got a lot […]

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Want to up your creativity?

No matter what you do for a living, you need to be creative.  Innovative and fresh thinking are always in demand, whether you’re a cop, a plumber, or a marketing pro. Unfortunately, on the job, we can’t wait for the muses to strike.  We need to be creative on demand because there are clients, deadlines […]

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Don’t create a disconnect for your customers

I live in Des Moines, Iowa and fly in and out of the Des Moines International Airport (I’m pretty sure we got the International because of air cargo, not because I can hop on a flight to Madrid from here) a couple weeks every month. Recently the airport went through a major renovation that added […]

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Top 5 books every marketer should read

I don’t believe you can be successful if you don’t keep ingesting new ideas, information and stories.  As you know, I’m a big reader and try to get through a book a week to keep my brain’s juices cooking. For a recent presentation, I was asked to provide my all time top 5 books every […]

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