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Publications

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  • All HBS Web  (484)
    • News  (49)
    • Research  (335)
    • Events  (5)
    • Multimedia  (4)
  • Faculty Publications  (214)

Show Results For

  • All HBS Web  (484)
    • News  (49)
    • Research  (335)
    • Events  (5)
    • Multimedia  (4)
  • Faculty Publications  (214)
← Page 5 of 484 Results →
  • March 2001 (Revised September 2005)
  • Case

Madison Avenue: Digital Media Services (C)

By July 2000, Madison Avenue had experienced extraordinary growth in sales, employees, clients, and service offerings. From late 1999 to July 2000, the company had taken several initiatives to redesign its internal processes so that the firm could continue to grow,... View Details
Keywords: Service Operations; Digital Marketing; Product Development; Growth and Development Strategy; Advertising Industry
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Spear, Steven J., and Anne Karshis. "Madison Avenue: Digital Media Services (C)." Harvard Business School Case 601-077, March 2001. (Revised September 2005.)
  • June 2001 (Revised September 2005)
  • Case

Madison Avenue: Digital Media Services (B)

In late 1999, Madison Avenue was experiencing phenomenal growth in sales, clients, employees, and services provided. The stress and strain on the firm's employees was considerable and threatened to jeopardize the high-quality, active-ad management for which the firm... View Details
Keywords: Organizational Change and Adaptation; Growth Management; Service Operations; Digital Marketing; Business Processes; Advertising Industry
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Spear, Steven J., and Anne Karshis. "Madison Avenue: Digital Media Services (B)." Harvard Business School Case 601-021, June 2001. (Revised September 2005.)
  • 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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Teixeira, Thales S. "From TV to Web: Content Strategies for Ads That Drive Online Sales." IESE Insight, no. 23 (Fourth Quarter 2014): 54–61.
  • March 2020
  • Case

Thingtesting: Launching a Brand Discovery and Testing Digital Community

By: Ayelet Israeli and Jill Avery
Thingtesting, a brand discovery and testing digital community devoted to uncovering and exploring direct-to-consumer brands, had just received seed funding and was contemplating a second year of growth. The new year brought many challenges, as founder Jenny Gyllander... View Details
Keywords: Influencer Marketing; Monetization; Female Ceo; Female Entrepreneur; Female Protagonist; Influencers; Influencer; Direct-to-consumer; Marketing; Brands and Branding; Marketing Strategy; Venture Capital; Entrepreneurship; Marketing Communications; Advertising Industry; Advertising Industry; Advertising Industry; London; United Kingdom; United States; Europe; North America
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Israeli, Ayelet, and Jill Avery. "Thingtesting: Launching a Brand Discovery and Testing Digital Community." Harvard Business School Case 520-086, March 2020.
  • February 2017
  • Supplement

JCDecaux, 2016: Global Leader ... Again

By: John R. Wells and Gabriel Ellsworth
In 2016, JCDecaux was number one in the world in outdoor advertising. This was a far cry from the situation in 2003; at that time, JCDecaux had been unseated by Clear Channel from the number-one spot that it had held for decades, and it was fighting for second place... View Details
Keywords: JCDecaux; Clear Channel Outdoor; OUTFRONT Media; Lamar Advertising Company; Jean-François Decaux; Jean-Charles Decaux; Outdoor Advertising; Street Furniture; Airports; Billboards; Bicycles; Digital Devices; Digital Marketing; Bidding; Advertising; Advertising Campaigns; Acquisition; Mergers and Acquisitions; Business Growth and Maturation; Business Model; Business Organization; Family Business; For-Profit Firms; Joint Ventures; Design; Price; Profit; Revenue; Geographic Location; Geographic Scope; Global Range; Globalization; Global Strategy; Globalized Firms and Management; Multinational Firms and Management; Globalized Markets and Industries; Government Legislation; Business History; Human Resources; Laws and Statutes; Business or Company Management; Goals and Objectives; Growth and Development Strategy; Growth Management; Marketing; Brands and Branding; Marketing Channels; Marketing Strategy; Product Marketing; Demand and Consumers; Supply and Industry; Operations; Distribution; Infrastructure; Logistics; Product; Product Design; Production; Organizational Structure; Property; Public Ownership; Renting or Rental; Problems and Challenges; Business and Community Relations; Business and Government Relations; Family and Family Relationships; Sales; Situation or Environment; Luxury; Strategy; Business Strategy; Commercialization; Competition; Competitive Advantage; Competitive Strategy; Consolidation; Corporate Strategy; Customization and Personalization; Expansion; Segmentation; Mobile Technology; Wireless Technology; Air Transportation; Bicycle Transportation; Rail Transportation; Transportation Networks; Advertising Industry; France; Paris
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Wells, John R., and Gabriel Ellsworth. "JCDecaux, 2016: Global Leader ... Again." Harvard Business School Supplement 717-441, February 2017.
  • 19 Oct 2012
  • Research & Ideas

Digital Technology’s Profound Game Change for Marketers

meet with entrepreneurs who are trying to figure out what portion of the $70 trillion global economy they can dominate. Within the $1 trillion marketing industry, the impact of software eating marketing has now reached the board room. With the explosion of View Details
Keywords: by Jeffrey Bussgang; Advertising; Advertising
  • March 2013
  • Case

Grupo ABC and Nizan Guanaes's Path from Brazil to the World

By: Rosabeth Moss Kanter, Gustavo Herrero and Ricardo Reisen De Pinho
Internationally recognized Brazilian Nizan Guanaes, co-founder of Grupo ABC, a rapidly growing global advertising firm ranked 18th in 2011, had aspirations to be in the top 10 by 2015. Grupo ABC thrived by identifying national (Brazilian) challenges and incorporating... View Details
Keywords: Management; Global Business; Advertising Agency; Opportunities; Globalized Firms and Management; Advertising; Global Strategy; Business Strategy; Digital Marketing; Advertising Industry; Brazil
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Kanter, Rosabeth Moss, Gustavo Herrero, and Ricardo Reisen De Pinho. "Grupo ABC and Nizan Guanaes's Path from Brazil to the World." Harvard Business School Case 313-095, March 2013.
  • 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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Lakhani, Karim R., and Michael L. Tushman. "Victors & Spoils: 'Born Open'." Harvard Business School Multimedia/Video Case 415-701, September 2014.
  • November–December 2014
  • Article

Accountable? The Problems and Solutions of Online Ad Optimization

By: Benjamin Edelman
Online advertising might seem to be the most measurable form of marketing ever invented. Comprehensive records can track who clicked what ad—and often who saw what ad—to compare those clicks with users' subsequent purchases. Ever-cheaper IT makes this tracking... View Details
Keywords: Online Advertising; Fraud; Optimization; Incentives; Digital Marketing; Contracts; Marketing Strategy; Organizational Design
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Edelman, Benjamin. "Accountable? The Problems and Solutions of Online Ad Optimization." IEEE Security & Privacy 12, no. 6 (November–December 2014): 102–107.
  • 02 Apr 2015
  • Research & Ideas

Digital Initiative Summit: Big Messages, Small Screens, Many Choices

In the land of the digitally connected, the mobile device is king. The majority of digital media consumption happens on mobile devices, with smartphone and tablet activity making up 60 percent of View Details
Keywords: by Carmen Nobel; Advertising
  • June 2016
  • Case

Big Spaceship: The Evolving Agency

By: Boris Groysberg and Matthew G. Preble
This case discusses the evolution of Big Spaceship, an advertising and marketing agency, from a product-focused business to a relationship-oriented one as clients seek deeper and more meaningful long-term partnerships. The 15-year-old company had already evolved... View Details
Keywords: Digital Marketing; Advertising; Advertising Campaigns; Marketing; Organizational Structure; Organizational Design; Organizational Culture; Organizational Change and Adaptation; Social Media; Advertising Industry; United States; New York (city, NY)
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Groysberg, Boris, and Matthew G. Preble. "Big Spaceship: The Evolving Agency." Harvard Business School Case 416-003, June 2016.
  • Web

Bibliography - The High Art of Photographic Advertising - Baker Library | Bloomberg Center

University PIN required) Roberts, Pam. A Century of Colour Photography from the Autochrome to the Digital Age . London: Andre Deutsch, 2007. Sobieszek, Robert. The Art of Persuasion: A History of Advertising... View Details
  • June 2015
  • Case

The Coca-Cola Company's Case for Creative Transformation

By: Thales S. Teixeira and Elizabeth Anne Watkins
In 2013, the Coca-Cola Company was awarded Creative Marketer of the Year by the Cannes Lions Festival (known as the "Oscar of Advertising") for the first time ever in history and nearly 50 years after the Festival's inception. Just one year before that, Jonathan... View Details
Keywords: Attention Economics; Creating Connections; Digital Marketing; Marketing Innovations; Social Networks; Advertising Content; Networked Brand; Beverage Industry; Coca-Cola; Digital Innovation; Digital Transition; Marketing; Marketing Communications; Innovation Strategy; Social and Collaborative Networks; Advertising; Creativity; Consumer Products Industry
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Teixeira, Thales S., and Elizabeth Anne Watkins. "The Coca-Cola Company's Case for Creative Transformation." Harvard Business School Multimedia/Video Case 815-714, June 2015.
  • March 2009
  • Teaching Note

Publicis Groupe 2009: Toward a Digital Transformation (TN)

By: Rosabeth M. Kanter and Matthew Bird
Teaching Note for [309085]. View Details
Keywords: Transition; Mergers and Acquisitions; Problems and Challenges; Globalization; Expansion; Organizational Change and Adaptation; Business Model; Advertising Industry
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Kanter, Rosabeth M., and Matthew Bird. "Publicis Groupe 2009: Toward a Digital Transformation (TN)." Harvard Business School Teaching Note 309-099, March 2009.
  • Web

Introduction - The High Art of Photographic Advertising - Baker Library | Bloomberg Center

Exhibition Photography and Print Advertising Pictorial Publicity Challenge of Color Breaking Down Barriers Dream Realities Route of the Exhibition Research Links Credits Copyright © Presidents and Fellows of Harvard College Harvard... View Details
  • Web

Credits - The High Art of Photographic Advertising - Baker Library | Bloomberg Center

Library Services Supported by the de Gaspé Beaubien Family Endowment at Harvard Business School The High Art of Photographic Advertisement Introduction The Exhibition Photography and Print Advertising... View Details
  • Web

Online Digital Marketing Strategy Course | HBS Online

This course is part of the Marketing track. Introduction to Digital Marketing Strategy MULTIPLE FORMATS Start anytime in our on-demand format, or select a cohort start date and enroll now! Not sure which experience is best for you? Review... View Details
  • October 2016 (Revised April 2018)
  • Case

DataXu: Selling Ad Tech

By: Frank V. Cespedes, John Deighton, Lisa Cox and Olivia Hull
DataXu served marketers by buying digital advertising for brands using its demand-side platform. It sought a way to build a more predictable revenue stream in the very transactional media marketplace, and hoped that two new marketing analytics products would give it a... View Details
Keywords: Sales Management; Pricing; Programmatic Ad Buying; "Marketing Analytics"; Advertising Technology; Sales; Digital Marketing; Marketing Strategy; Advertising Campaigns; Product Launch; Product Positioning; Media; Advertising Industry; Advertising Industry; Boston; Massachusetts
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Cespedes, Frank V., John Deighton, Lisa Cox, and Olivia Hull. "DataXu: Selling Ad Tech." Harvard Business School Case 817-012, October 2016. (Revised April 2018.)
  • Web

Research Links - The High Art of Photographic Advertising - Baker Library | Bloomberg Center

Photograph Collection brings together some of the finest examples of 1930s documentary, public relations, and advertising photography from prominent photographers such as Margaret Bourke-White, Russell Aikins, Alfred Cheney Johnston,... View Details
  • April 2018
  • Teaching Note

Publicis Groupe 2016: Maurice and the Millennials

By: Rosabeth Moss Kanter and Jonathan Cohen
This Teaching Note assists classroom instructors in teaching HBS case, “Publicis Groupe 2016: Maurice and the Millennials,” (HBS No. 316-127), which describes Levy's efforts to transform the Groupe. View Details
Keywords: Digital; Advertising; Managing Change; Collaboration; Synergies; Integration; Millennials; Innovation & Entrepreneurship; Organizational Change and Adaptation; Information Technology; Change Management; Restructuring; Marketing; Mergers and Acquisitions; Transformation; Innovation and Management; Digital Marketing
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Kanter, Rosabeth Moss, and Jonathan Cohen. "Publicis Groupe 2016: Maurice and the Millennials." Harvard Business School Teaching Note 318-144, April 2018.
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