Posts tagged with Tom Fishburne

Learning to let go: Kentucky, the Philippines, and Nutella

One of my oldest friends is a middle-school guidance counselor, so she excels at offering comforting advice to downtrodden teens. "Everybody starts somewhere," she tells one who flubs a math exam or another who failed to make the JV cheerleading squad. 

It’s equally good advice for brands and organizations that find themselves floundering in new media waters, like the State of Kentucky and Nutella, brands whose stumbles Tom Fishburne analyzed at Integrated Marketing Week last month.

The CEO of Marketoon Studios, who reeled off numerous real-life examples during his keynote, contrasted the two with the Philippines, which produced a campaign more suited to today’s marketing environment.

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Five ways to create marketing worth sharing

Don Draper has left the building is an announcement bound to dismay any woman with a pulse, but it should hearten marketers.

That’s because Don Draper represents the old school of marketing, said Tom Fishburne, CEO of Marketoon Studios, at Integrated Marketing Week earlier this month.

In the Draper model, marketers decided what the brand stood for and what its strategy was. Every touch point with the customer was controlled.

Today those touch points have exploded and marketers have far less control, said Fishburne. To succeed in such an environment, we need to create marketing worth sharing, he continued, outlining five guiding principles.

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