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How Russia Fools Readers the Old-fashioned (and Legal) Way

In this era of fake news sites and outlandish assertions touched by social media suddenly morphing into perceived truths, Russia also depends on the advertorial as a “weapon” of choice to tell its story. With ex-FBI Director James Comey’s recent testimony reigniting the Russia maelstrom, it’s easy to forget that Russia’s approach to disrupting the …more

What Happens When the Cobbler’s Kids Wear Someone Else’s Shoes?

Most PR consultancies implement some type of PR program for themselves. Few PR consultancies embrace advertising as part of their outbound arsenal to raise awareness and build their brands. In our quest to punch above our weight when it comes to the world order of PR companies, we believe advertising has place in the mix. …more

Fake News is Not a Threat to Democracy

Can we all take a breath? The latest uproar on fake news comes compliments of 20th Century Fox when it created fake news sites as part of a marketing campaign for an upcoming movie. A New York Times story on the topic quoted Susan Credle, global creative officer of the ad agency FCB: “Fake news …more

What Type of Ad is Most Trusted by Internet Users?

If the intended audience doesn’t trust the format of the ad, the actual content has no chance. We know that the rise of digital consumption has brought advertising along for the ride. In fact, projections call for the digital ad spend to surpass TV advertising dollars for the first time this year. So back to …more

3 Visual Content Marketing Strategies You Should Know

Mantra for the Digital Age: Judge a Book by Its Cover By Nicole Rideout, The Hoffman Agency   It’s true when they say that you never get a second chance at a first impression, and it’s no exception in visual content marketing campaigns; according to researchers at the Missouri University of Science and Technology, it takes …more

This Type of Sponsored Content Freaks Out the FTC

After deep study and discourse, the FTC delivered its enforcement policy on native advertising last month. And to help corporations toe the digital line, the FTC offered up “Native Advertising: A Guide for Businesses” with 17 examples covering every imaginable scenario. If only it were that easy. Take the sponsored content from Marketo that recently …more

The FTC’s Quixotic Fight Against Native Advertising

I wasn’t going to write about the FTC’s latest salvo on native advertising. When the agency announced its “enforcement policy” on Dec. 22, I was focused on making sure there was enough “Bud’s Famous Egg Nog” in the fridge and constructing my argument that binge watching Empire absolutely fits the holiday spirit. But so many …more

Most Native Advertising Fails Because It’s Not Native (or Good)

Remember when native advertising promised to rescue online media with a legit revenue stream? Putting the poster children of native advertising such as BuzzFeed, The Atlantic and The New York Times to the side, most of the content is downright dreadful. The defenders are quick to say it’s early days, but its’ been a good …more