Adam Kleinberg
Advertising Age
Oakland, CA, United States
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Past articles by Adam:
Opinion: The dirty, hidden truth about fast, cheap and good
Conventional wisdom says you can't have all three—but it doesn't take into account the ludicrously inefficient way most work gets done. → Read More
Facebook has become the storefront for direct-to-consumer brands
The concept of owning the end-to-end relationship with consumers remains an illusion while Facebook controls the introduction. → Read More
What brands can learn from Kraft Heinz's reckoning
Credit: Mary Ellen Forte Anyone who has ever waited impatiently as they banged on a bottle of Heinz ketchup to get that first drip can appreciate how agencies feel about Kraft Heinz as an early adopter of so-called "zero-based budgeting." Kraft Heinz looks a lot like those ketchup bottles: doing everything in its power to hold back every drop of money. It's frustrating. Just as we know how that… → Read More
Creative Shops Will Lead Media Strategy in 2018
Credit: iStock Fundamentally, CMOs have two concerns when it comes to media: value and impact. It needs to come at the right cost. And it needs to work. Historically, there's been a line in the sand between media and creative. This was OK because they were very distinct pieces of the marketing puzzle that addressed these CMO's concerns: Media agencies had the buying power to command better… → Read More
Creative Shops Will Lead Media Strategy in 2018
Credit: iStock Fundamentally, CMOs have two concerns when it comes to media: value and impact. It needs to come at the right cost. And it needs to work. Historically, there's been a line in the sand between media and creative. This was OK because they were very distinct pieces of the marketing puzzle that addressed these CMO's concerns: Media agencies had the buying power to command better… → Read More
Why Cookie Blocking Is a Good Thing
Credit: istock The digital ad industry has our collective knickers in a knot over the news that the next version of Safari will default to tossing cookies when they get stale. Chrome will soon follow suit with a built-in ad blocker, according to reports. You can literally hear the heads exploding, can't you? This means marketers will now have one day to retarget someone around the web who has… → Read More
CMOs, Don't Be Dumb When It Comes to AI
Lenovo Serverpocalypse Credit: Lenovo The potential for artificial intelligence (AI) to soon become a powerful tool in the CMO toolkit is very real. Right now, brands are using AI "bots" to engage customers, distribute content, merchandise products and answer questions. Brands should take note, however: a poorly executed foray into artificial intelligence can make you look dumb. Here are some… → Read More
Why 'CX' Is the New Black
A ShackBurger, french fries and soft drink at a Shake Shack restaurant in Bridgewater, N.J. Credit: Ron Antonelli/Bloomberg Likely the most tweeted quote from last month's ANA Masters of Marketing conference came from Shake Shack VP of Marketing Edwin Bragg, as he wowed audiences with the hypergrowth story of the burger-and-shake sensation. "The bigger we get, the smaller we need to act," Bragg… → Read More
Why Are CMOs Dropping Like Flies?
CMO turnover is higher than ever as the demand intensifies to prove ROI on every marketing dollar spent, Adam Kleinberg writes. → Read More
Strides and Stumbles for Snapchat Advertising
The social network has overcome many hurdles, but it still has more when it comes to advertising, writes Adam Kleinberg. → Read More
Is Google Trying to Build 'The Matrix?'
How Alphabet will create a physical connected world and how it will change marketing, writes Adam Kleinberg. → Read More
Why Facebook Canvas Could Be the Best Thing That Ever Happened to Mobile
Here are four reasons why Facebook Canvas has the potential to be a game-change for mobile, writes Adam Kleinberg. → Read More
Why Ad Tech Is the Worst Thing That Ever Happened to Advertising
Ad tech has hurt the advertising industry because it has had a dramatically negative impact on the perceptions of consumers, writes Adam Kleinberg. → Read More
2015: The Year of Media and Creative Integration
This is the year of creative and media integration, and it brings new challenges for agencies, writes Adam Kleinberg. → Read More
Storytelling and User Experience Are on a Collision Course
Storytelling and user experience can no longer be treated separately, Adam Kleinberg writes. Here's how to integrate storytelling into user design. → Read More
Thinking About Snapchat? Snap Out of It
Brands are rushing to the Snapchat platform in an effort to reach millennials, but they need to think twice about how their brand will be perceived. → Read More
Digital Metrics Delirium: How to Drive the Results That Actually Matter
Marketers can drive results that are meaningful by putting the customer journey at the center of their planning. Here are some ways to do it. → Read More
Brands from KFC to Gucci are Jumping on the Cause Marketing Bandwagon
Cause marketing is big, with brands from KFC to Gucci launching campaigns to "do good." An agency does some of its own research to uncover winners and losers. → Read More
Brands from KFC to Gucci are Jumping on the Cause Marketing Bandwagon
Cause marketing is big, with brands from KFC to Gucci launching campaigns to "do good." An agency does some of its own research to uncover winners and losers. → Read More
Publicom Was Good for Small Agencies but Collapse Is Even Better
The collapse of the Publicis Omnicom deal is good for small agencies, writes Adam Kleinberg, CEO of independent aqency Traction. → Read More