Michael Della Penna

The advertising industry is facing a number of widely-reported challenges today -- but there’s an under-the-radar issue that’s threatening the efficiency and effectiveness of marketing: media waste. With global ad spend expected to reach…
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Advertising Doesn’t Break, It Evolves In 2007, IBM predicted the end of advertising as we know it, crediting “increasingly empowered consumers, more self-reliant advertisers, and ever-evolving technologies” as key factors that would…
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How Experimentation, Seasonality, Contextualization, Virality & Value Drive Success Creating a breakthrough advertising campaign that both engages consumers and drives desired outcomes has become increasingly difficult in today’s…
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Riddled with record inflation, 2022 presented new challenges for marketers as consumer behaviors continued to rapidly fluctuate. Now more than ever, purchases are influenced by value, timeliness and convenience. Heading into the…
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There’s one thing keeping marketers awake at night. And no, it’s not Elon’s bid to buy Twitter – or his marionette act with its board and leadership; it’s not even record inflation. Rather, it’s the ripple effect to come from the demise of…
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If you can name a cornerstone principle of marketing strategy– odds are COVID-19 has up-ended its conventional wisdom. Buying habits have changed, strategies have changed, and – most importantly – the ways brands build relationships with…
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It is that time of year again.  As we close out 2017 and look towards the new year, what trends will emerge and take center stage in 2018?  Here are my top 8 for ’18. Direct Mail & OOH (Out of Home) Get Reinvented What is old is new…
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