Why are marketing campaigns so effective? What is the secret behind the good ones that people remember and talk about (REI’s “Opt Outside”)? Quite simply, a BIG IDEA. The best marketing and advertising over the decades have always been driven by a singular great idea (“Got Milk?”). A core idea that ties everything together. An idea that resonates with the audience and makes them think about your product or service in a different way. Remove that big idea and all you’re doing is selling products, just like the other brands. Blah. But when you build your marketing efforts around a campaign, and use that “big idea” consistently across all touch points, it’s more likely to get noticed, more likely to be remembered, and more likely to engage people on a human level. In other words, campaigns work. It’s no secret that I’m a huge Beatles fan, so once again, I will use them as a way of illustrating my point. When Paul McCartney was thinking about a different way to go about recording a new album in 1966, he came up with a big idea that would drive the entire creative process. What if the four lads took on a different persona, actually changing the name of the band? What if they reinvented their identity just this one time? much more at: https://www.jschmid.com/blog/campaign-building-blocks-the-big-idea/

Adobe announced innovations across Adobe Experience Cloud that will empower brands to unlock greater value with AI-generated content and demonstrate business impact. As organizations embrace image and copy generation tools—from Adobe Firefly to Adobe Experience Manager—to assist in the ideation and refinement of marketing assets, the need to show return-on-investment has also heightened. Brands can address this by matching AI-generated content with customer preferences, while creating a feedback loop through actionable insights. These AI innovations address key pain points in brands’ content supply chains by ensuring that campaigns can be adjusted and optimized in real time. Adobe’s latest solutions enable brands to drive greater performance and meet business goals for customer engagement. New offerings across Adobe Experience Cloud will enable teams to personalize, test and measure AI-generated content. With Adobe Content Analytics, actionable insights will pinpoint specific content attributes that resonate most with target audiences, informing what teams create in the future. In Adobe Experience Manager, real-time experimentation capabilities on the web—a digital front door for many brands—will direct visitors towards AI-generated variants that are driving the best conversion.

Speculation is growing that Hudson News, a staple of airports and other transit hubs, might stop carrying magazines in the Tri-State Area — a scenario that one panicked publisher likened to “an asteroid killing off the dinosaurs.” Publishers’ fears were sparked after Hudson News Distributors — the James Cohen-owned distribution arm of Hudson News — informed the New Jersey Department of Labor in mid-December that it was laying off 236 employees in its Parsippany, NJ, headquarters, a filing reviewed by The Post showed. Cohen’s company is slated to cease distributing mags on Feb. 7, a source with knowledge of the matter told The Post on Friday. That means glossies will no longer be available in various Hudson News locations in the Tri-State Area — including at JFK, LaGuardia and Newark airports — barring intervention from an outside party.