Monday, October 10, 2011

With Big Firms Behind the Curve, Content Marketing Is a Wide Open Field

By:  Published: October 10, 2011 AdAge.
When I attended the first Content Marketing World conference in Cleveland last month, I had a hunch that I'd find a lot of client-side folks but precious few (if any) agency people in attendance. Unfortunately, I was right.
Even with 630 attendees from 18 countries, the ad-agency world was sorely underrepresented. Ogilvy was one traditional,full-service agency with someone there, but to be fair, she was presenting. Another brand, Wunderman did show up, but it was the Brazilian, not U.S., office, attending. For the traditional, full-service agencies, that was about it. Such a tepid showing -- at a conference whose opening keynote was delivered by Sally Hogshead, a former Creative Director/Managing Director at Crispin Porter+Bogusky..... Read more.