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  • September 2014
  • Case

Victors & Spoils: 'Born Open'

By: Karim R. Lakhani and Michael L. Tushman
Victors & Spoils (V&S), located in Boulder, Colorado, was the first advertising agency built on open innovation and crowdsourcing principles from the ground-up. V&S was co-founded in 2009 by John Winsor, Claudia Batten and Evan Fry, all former members of the... View Details
Keywords: Advertising Agency; Marketing; Crowdsourcing; Open Innovation; Growth; Acquisitions; Advertising; Advertising Campaigns; Digital Marketing; Acquisition; Innovation and Invention; Advertising Industry; United States
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  • Article

From TV to Web: Content Strategies for Ads That Drive Online Sales

By: Thales S. Teixeira
Consumers have become avid media multitaskers, moving seamlessly between their TVs and digital devices. Shorter TV commercials have reduced both the quantity and quality of consumer attention during prime-time viewing hours. In this new media environment, can TV... View Details
Keywords: TV Advertising; Multitasking; Infotainment; Television; Prime Time; Advertising; Online Advertising; Advertising Industry
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  • April 2022
  • Teaching Note

Publicis Groupe 2021: Changing Nearly Everything

By: Rosabeth M. Kanter, Tonia Labruyere, Vincent Dessain and Catarina Martinez
After a leadership change at the French advertising company Publicis, new CEO Arthur Sadoun has to navigate changes due to digitalization and a pandemic. Teaching Note for HBS Case No. 322-050. View Details
Keywords: Digital; Digitalization; Advertising; Marketing; Creative Industry; Succession; Leadership; Transition; Transformation; Change Management; Advertising Industry; United States; France; Europe
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  • 19 May 2014
  • Research & Ideas

Why Companies Should Compete for Your Privacy

on consumers' browsers, resulting in higher prices for returning shoppers, consumer backlash led the company to state that such practice was a "mistake" and that it would refrain from pricing based on customer demographics in the future.... View Details
Keywords: by Dina Gerdeman; Consumer Products
  • April 2, 2018
  • Article

The Right Way for Companies to Publicize Their Social Responsibility Efforts

By: Mark R. Kramer
It’s a common complaint. Companies keep trying to show the world that they are socially conscious and keep losing the battle. Anheuser-Busch and Hyundai even devoted this year’s Super Bowl ads to lauding their philanthropic efforts with decidedly mixed responses.... View Details
Keywords: Public Relations; Corporate Social Responsibility and Impact; Communication Strategy
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  • September 2014
  • Case

Havas: Change Faster

By: Karim R. Lakhani and Michael L. Tushman
As of 2013, Havas was the 6th largest global advertising, digital, and communications group in the world. Headquartered in Paris, France, the group was highly decentralized, with semi-independent agencies in more than 100 countries offering a variety of services. The... View Details
Keywords: Advertising Agency; Open Innovation; Commercials; Digital Media; Digital Transition; Advertising; Digital Marketing; Advertising Campaigns; Acquisition; Change Management; Disruption; Transformation; Advertising Industry; Advertising Industry
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  • 17 Jun 2016
  • Op-Ed

Companies Need to Start Marketing Security to Customers

on financial controls, not on risks to consumers and brand reputations. That's not good enough" Even marketers who pay special attention to safety are reluctant to tout their superiority. You never see comparison advertising from an... View Details
Keywords: by John A. Quelch; Entertainment & Recreation
  • 22 Aug 2011
  • Research & Ideas

Getting to Eureka!: How Companies Can Promote Creativity

of brilliance, raining down like manna from some deity of inspiration. Teaching people how to be creative, on the other hand, is like teaching them how to be tall—that is, impossible. These days, as global competition intensifies, it's more important than ever that... View Details
Keywords: by Michael Blanding
  • 02 Apr 2015
  • Research & Ideas

Digital Initiative Summit: Companies Must Forget—and Borrow

As companies ride the digital wave, many find that switching up old, tired practices and deviating from the norm can be crucial to survival. But sometimes things can be taken too far. During the Digital Initiative Summit at Harvard... View Details
Keywords: by Dina Gerdeman; Advertising; Advertising
  • spring 2007
  • Article

Corporate Legitimacy and Advertising: British Companies and the Rhetoric of Development in West Africa, 1950-1970

Around 1960, the first independent African nations emerged, marking the beginning of the momentous political event that, among other things, would change the visual representations and the copy of advertisements. Development, modernity, and industrialization became... View Details
Keywords: Advertising Campaigns; Developing Countries and Economies; Africa; Great Britain
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  • 21 Aug 2017
  • Lessons from the Classroom

Companies Love Big Data But Lack the Strategy To Use It Effectively

depth, and accessibility—it has become clear it is key to helping companies develop sustainable competitive advantage. “The new attention being given to data today is because suddenly, everywhere, it’s become much cheaper to measure,”... View Details
Keywords: by Dina Gerdeman
  • 26 Apr 2010
  • Research & Ideas

When Other Companies Compete Like Crazy, Dare to Be Different

Want to be different? Change your world, not your tactics. As HBS professor Youngme Moon argues in Different: Escaping the Competitive Herd, competition too often breeds conformity. Yet there is plenty of space for adventurous companies... View Details
Keywords: by Sarah Jane Gilbert
  • 29 Sep 2015
  • Research & Ideas

Work 3.0: Redefining Jobs and Companies in the Uber Age

across multiple industries. There are at least five kinds of control that could belong to either company or worker, depending on the business model: Price charged to the customer. Equipment used by the worker, Method of service delivery.... View Details
Keywords: by Andrei Hagiu; Transportation; Web Services
  • January 1995 (Revised March 1995)
  • Teaching Note

Saatchi and Saatchi Company PLC: Corporate Strategy TN

By: David J. Collis
Teaching Note for (9-792-056). View Details
Keywords: Advertising Industry
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  • June 17, 2016
  • Comment

Companies Need to Start Marketing Security to Customers

By: John A. Quelch
Recent events in Orlando underscore an important marketing truth: consumer safety and security are mission critical. A popular nightclub, Pulse, known as a safe place for the LGBT community, is put out of business at least temporarily by a terrorist act. Not far away... View Details
Keywords: Consumer Safety; Public Safety; Brand Attraction; Risk Management; Safe Environment Benefit; Marketing Safety; Global Brands; Advertising; Change Management; Disruption; Volatility; Crime and Corruption; Customers; Music Entertainment; Animation Entertainment; Film Entertainment; Brands and Branding; Marketing Communications; Marketing Strategy; Product Marketing; Consumer Behavior; Problems and Challenges; Safety; Corporate Strategy; Business Strategy; Entertainment and Recreation Industry; Tourism Industry; Travel Industry; United States
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  • 07 Oct 2019
  • Sharpening Your Skills

How Companies Can Make Up with (Very) Unhappy Customers

and laundry products aimed at men, examples of identity-based labeling—or “identity appeals”—abound in advertising and marketing. Five studies show when and why they backfire. Image: iStock What's the best example you've seen of a View Details
Keywords: by Sean Silverthorne; Retail; Air Transportation
  • 04 Aug 2021
  • Research & Ideas

Worried About the Great Resignation? Be a Good Company to Come From

These employers are missing the underlying point. Instead of resorting to perks that are at best a band-aid, companies should follow the lead of Recruit Holdings, a $20 billion Japanese advertising and tech... View Details
Keywords: by Sandra J. Sucher and Shalene Gupta
  • September–October 2022
  • Article

Should Your Company Sell on Amazon?: Reach Comes at a Price

By: Ayelet Israeli, Leonard A. Schlesinger, Matt Higgins and Sabir Semerkant
Selling on Amazon allows brands to reach millions of consumers—but that exposure comes with costs. They include smaller margins, more competition, the risk of commoditization, and less knowledge about customers. In this article, the authors present a scorecard to... View Details
Keywords: Retail; Retailing; Online Business; Ecommerce; E-commerce; E-Commerce Strategy; Omnichannel Retail; Omnichannel Retailing; Amazon; Amazon.com; Sales; Digital Marketing; Internet and the Web; Business Model; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; United States
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  • 22 May 2024
  • HBS Case

Banned or Not, TikTok Is a Force Companies Can’t Afford to Ignore

brands after learning about them from TikTok creators versus advertising from companies. But even ads created specifically for TikTok had a 27 percent higher “completion rate”—when viewers watch the whole ad— than ads that were repurposed... View Details
Keywords: by Rachel Layne; Technology
  • 25 Jun 2019
  • Research & Ideas

The Powerful Strategic Tool Companies Should Not Try to Control

World Nutella Day a cease-and-desist letter in 2013. The company backed down and eventually embraced this day of honor of its beloved product. Companies devote significant resources to holding focus groups... View Details
Keywords: by Danielle Kost

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