Kendall Allen

Kendall Allen serves numerous media and data technology clients for WIT Strategy as a Senior Associate in corporate affairs and media relations, as her primary engagement. She also runs collaborative pursuits through her company, Influence Collective, LLC. -- advising and supporting media and tech entrepreneurs in cooperation with other trusted partners and firm principals.

Management

Interactive Marketers: Let’s Make Case Studies More Valuable

We’re all familiar with the lauded “case study.” As agencies, we pursue them to illustrate our own performance, which can help us win more business. As publishers or ad tech suppliers, the right case study helps us validate our products and services, opening up new doors when properly played. As brands, a brilliant case study on the […]

Management

As A Marketing Exec, What Keeps You Up At Night?

It’s been said that there are two types of people in the world: people who divide the world into two types of people and people who — don’t. As someone who likes to think she rejects all overgeneralization, I tend to think of myself as the latter. But, doing the division is sometimes a fun […]

Management

There’s No “I Didn’t Sign Up For This” In Digital Marketing

We’ve all found ourselves in that familiar place — the one where we find ourselves remarking, “I didn’t sign up for this.” Whether in family situations, relationships and/or business/career scenario, we can often end up feeling duped by the old switcheroo. It feels like falling for the oldest trick in the book. You agreed to […]

Operations

Is Our Industry Finally Maturing? Thoughts From Internet Week NY

For many a year at many a major seasonal conference, seasoned attendees would look around and see no end to the hype. While legitimate, long-standing business themes — integrated marketing, leveraging your media mix, standards, attribution and allocation and, of course, ecosystem “complexity” — always get their airtime… we often see sort of a hazy […]

Performance

Choosing A Media Agency: Look Inside & Hold Up The Mirror

In our industry, we are constantly evaluating the way we choose our vendors and agencies. Increasingly, we are applying the same scrutiny, inspection and even introspection to how we choose our clients. Matches made in heaven are rare and certainly not static. The landscape around us is constantly changing, so keeping the evaluation ongoing and […]

Management

In Interactive Marketing, The Goalposts Always Move — And That’s Good

You may have heard murmurs about the newly released IBM study, “Stepping up to the challenge: How CMOs can start to close the aspirational gap,” that came out last week. It was conducted by IBM’s Institute for Business Value and was based on in-person interviews with 500+ CMOs worldwide, delving — as studies of this nature and […]

Management

The Hazards Of Love: Keeping Mindful Within Long-Term Engagement

No matter your side of the business, you’ve been conditioned like the rest of us to strive for long-term engagement. If you’re an agency, you’re bred to eschew the one-off project or single campaign and pitch for Agency of Record status, or at least a retainer-based arrangement. If you’re on the sell side, you know […]

Performance

Creating & Iterating Today: The Marriage Of Tech & Imagination

In our industry, we acknowledge the longstanding rub between the quant and the qual. We know that the math and the creative imagination have had their struggles to co-exist. But it’s become a bit of a false or dated construct. It’s a fun debate, sure, but the either/or conclusion cannot be supported any longer.  Most […]

Management

Today’s Methods Help Us More Aggressively Compete

It used to be that one of your primary means of competing as a brand was raising the spend and buying more impressions than your competitors — and doing it creatively, in order to stir up more laughter and tears than the other guy. Your budget and creative wherewithal were your arsenal. We carried that […]

Management

Keeping The Holiday Drill In Check: How To Plan Rather Than React

It’s that time of year. Once again, we are awash in holiday projections — and with those projections come seasonally specific recommendations for marketers. This includes everything from capitalizing on mobile’s first true holiday to investing more in programmatic as that trend ramp steepens into 2014. Assuming you are more dexterous than you were this […]

Performance

Agencies & Advertising Tech: Beyond The Client/Vendor Relationship

There has been a lot of commentary lately about the relationship between the Agency and Advertising Technology  — a liaison just as fraught with potential issues as the familiar one between Agency and Publisher. Thankfully, there’s a lot to learn from the classic buyer/seller struggles of Agency and Publisher. Yes, there are issues — but […]

Management

A Simple Commitment To “Experience” May Just Ease Marketer Distress

This week, I spent some time with Adobe’s recent report, Digital Distress: What Keeps Marketers Up at Night? [PDF]. It was an online study of 1,000 marketers, including both digital marketers and marketing generalists, ranging from marketing staff to high-level decision-makers. As one might anticipate, this report chronicles and quantifies marketers’ anxieties about their profession. The […]

Performance

When Media Capabilities & Possibilities Outreach Day-to-Day Reality

Whether you are on the buy, sell or third-party supplier side, we all recognize that we are operating in an elevated state of potential. The infrastructure, media and creative options, tools and available science all mean that we could and should get beyond the transactional state of yesteryear. We now can predict, execute and optimize […]

Experience

Tackling The Tablet — A Mainstay For Consumers, A Must-Do For Marketers

Whether you’re an early adopter or still admiring from a distance, there is no doubt that tablets are becoming increasingly prevalent among consumers. Sure, not everyone you know has one, and they have not quite reached the smartphone’s fact of life ubiquity. But, the truth is… it will not be long. Above and beyond glancing around any […]

Management

How To Organize Resources To Unlock The True Power Of Distributed Data

Over the past couple years, it’s become clear that ad marketing and media folks  are more readily identifying themselves as data-driven marketers. We are ready to embrace that data is utterly integral to what we do — and we must conduct our work accordingly. But this professed focus on data has real implications for a […]

Experience

Forget About Mobile Cannibalization: Its Rise Bodes Well For All

The media business has grown to a certain level of maturity. The ecosystem affords brands, marketers and agencies a vast tableau of options, along with tools to plan, operate and optimize across channels, platforms and screens. Yet, as an integrated digital marketer, I’m always surprised how much we tend to sweat the mix, scrutinize the […]

Management

The Shortcomings We Tolerate

In our business — media, marketing, publishing, ad tech or whichever combination with which you self-identify — on our most effusive days, we marvel at our own progress. It’s a point of pride to have participated in the evolution, regardless of when you dipped in your toe and joined it: 80s, 90s, later or even […]