Is this you? As a journalist, you can create a free Muck Rack account to customize your profile, list your contact preferences, and upload a portfolio of your best work.
Claim your profile
Articles by Tom Doctoroff
Twitter is not a strategy: why digital marketing should be all about the customer
Industry News / Advertising and Media / Ads & Marketing / By Tom Doctoroff on 15 December, 2014 Share Business is in flux. We suffer from disorientation wrought by tech- nological change. Convention has been upended, and the digital world — a universe of bits and bytes, atomistic fragmentation that mocks tradition—is all variables, no constants. The rise of search engines and ecommerce has changed the balance of power between marketers and consumers.
How can brands reach China’s ‘Slash Generation’?
Several forces have expanded the Post-95 generation’s world view in China. The country now boasts a generation that embraces multidimensional identities and paths for the future. The youth refuse to be confined to a narrow set of interests.
Can Wunderman Thompson forge a new industry model?
Let us quickly shed a tear for the demise of one of Madison Avenue’s most storied brand names: J. Walter Thompson. Although the agency’s end was abruptly announced, WPP chief executive officer Mark Read deserves kudos for a tough, clear-eyed decision. Clients are demanding elimination of silos between agencies that offer creative and strategic ideas, and digital services of all stripes. Could this sad turn of events have been avoided? Yes.
Can Wunderman Thompson forge a new industry model?
Let us quickly shed a tear for the demise of one of Madison Avenue’s most storied brand names: J. Walter Thompson. Although the agency’s end was abruptly announced, WPP chief executive officer Mark Read deserves kudos for a tough, clear-eyed decision. Clients are demanding elimination of silos between agencies that offer creative and strategic ideas, and digital services of all stripes. Could this sad turn of events have been avoided? Yes.
The new challenge of China’s emerging affluent class: Juggling it all
WARC subscribers can sign in to keep reading Not a subscriber? WARC helps you to plan, create and deliver more effective marketing Prove your case and back-up your idea Get expert guidance on strategic challenges Tackle current and emerging marketing themes We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients.
Chinese Millennials: New Minds in an Old World
This article explores the context in which millennials operate, that is, a world controlled by those older than them - the group has not been politicised by stagnant incomes and declining social mobility, instead it has taken a 'live for now' stance. Marketing to millennials Millennial lifestyles & attitudes Greater China Strategy A man looks at his phone as he walks past a poster at the entrance of a mall in Beijing on July 22, 2015.
What marketers can expect from China's slowdown
This article examines what the first-in-a-generation structural slowdown in China will mean for multinational marketers. What marketers can expect from China's slowdown Tom DoctoroffJ. Walter Thompson Company Confronting China's slowdown, multinational marketers must resist the urge to compete based on price. In China, multinational manufacturers are confronting a first-in-a-generation...
Brands now compete with life for attention
Shows how marketers can create impactful engagement across touchpoints, using examples from brands such as Nike, Lego, Red Bull and De Beers. Brand identity & image Brand positioning Engagement Global Strategy Addictive video games. Device proliferation. A 'golden age' of streaming series by Netflix,... WARC subscribers can sign in to keep reading Not a subscriber?
Online identities in China vs the West – and implications for brands | WARC
Online identities in China are very different to those in the West – marketers should consider media consumption patterns, compartmentalised identities and individualism vs collectivism. Digital media consumption Social media audiences Greater China Cultural influences & values Strategy Chinese people are significantly more invested in their online identities than their Western counterparts, the latter’s Snapchat and Instagram fixations notwithstanding.
Branded content: the currency of connection?
This article argues that in the era of consumer empowerment and technological liberation, content competes with life and creative work must work harder to grab attention. Branded content: the currency of connection? Tom DoctoroffJWT The rise of 'content' is a fundamental 21st century marketing phenomenon. But is 'advertising,' deliberate messages broadcast at one time to swathes of people, dead? Certainly not. Marketers do...
Nine rules of online content
This article explores the role of content in the path to purchase, arguing that content should have a clear purpose and reinforce a consistent message. Nine rules of online content Tom DoctoroffJWT Asia Pacific Engagement ideas, always conceived to trigger behavioural change, are woven into the fabric of consumers' lives as they progress along a shopper's path to purchase. At each stage, both digital and...
Nike is right to stay the course with non-conformist icons like Colin Kaepernick
Nike’s decision to feature Colin Kaepernick in its latest campaign is a courageous and commercially-wise decision. In standing behind an iconoclastic athlete, who insisted on kneeling during the national anthem to protest against racial injustice, Nike places its hand on its own heart. The copy – ‘Believe in something even if it means sacrificing everything’ – is bold stuff given the former San Francisco 49ers player’s inability to secure another National Football League gig.
Nike is right to stay the course with non-conformist icons like Colin Kaepernick
Nike’s decision to feature Colin Kaepernick in its latest campaign is a courageous and commercially-wise decision. In standing behind an iconoclastic athlete, who insisted on kneeling during the national anthem, Nike places its hand on its own heart. The copy – ‘Believe in something even if it means sacrificing everything’ – is bold stuff given the former San Francisco 49ers player’s inability to secure another National Football League gig.
Agencies must say ‘no’ to institutionalised client IP theft and bargain basement prices, if ad industry is to survive
Well, finally the Association of Accredited Advertising Agents Malaysia (4As) has taken a stand against the egregious requests from a growing number of clients to ‘own’ agencies’ work or intellectual property – even when a pitch is lost. I hope members stay unified, a big ask in today’s dog-eat-dog competitive environment.
How brands can succeed amid China's 'new era' of political correctness
In Xi JinPing’s “New Era” of political correctness, multinational brands must inoculate themselves against unexpected booby traps by becoming relentlessly relevant in the lives of consumers. The recent disappearance of cartoon character Peppa Pig on video platform Duoyin begs the question of whether marketers are facing a restrictive sea change. Peppa was becoming too hip amongst the slacker (shehuiren) crowd. She was the subject of subversive online memes and then morphed into a popular tattoo.
Why Traditional Media Isn’t Dying, and 4 Other Myths of the Digital Era Dispelled
"We are no longer creative people. We are inventors!" The cyber jury president at Cannes Lions International Festival of Creativity proclaimed this four years ago, but today I argue it couldn't be further from the truth. Contrary to conventional wisdom, and despite the disorientation that digital technology has wrought, "traditional" conceptual thinking is still fundamental to marketing.
The Brand Idea: From Unity, Strength
Anxiety is not productive. The communications industry suffers from an existential crisis wrought by technological change. Standards have been upended, and the digital world—a universe of bits and bytes, atomistic fragmentation that mocks the past—is all variables, no constants. There is a growing divide between hi-tech “cool kids” and advocates of conventional brand building. Some call advertising agencies “legacy companies,” dinosaurs on the cusp of extinction.
Business books of the decade
|
The Battle for the Soul of Capitalism
By Iain Martin, James B. Stewart Verified, Ben Horowitz, Amy Wallace, Alan Blinder Verified, Stephen Dubner Verified, James Kynge, Dick Martin Verified, Ruchir Sharma, Brad Stone Verified, Julia Angwin, Andrew Keen, Andrew Ross Sorkin Verified, David Wessel, Daniel Schulman Verified, Thomas Friedman Verified, Nick Davies, Bo Burlingham, Charles Duhigg, John Cassidy Verified, Russell Gold, Bryce Hoffman, Robert Frank Verified, Justin Fox Verified, Kurt Eichenwald Verified, Daniel J. Gross, Bob Lutz, David D. Kirkpatrick Verified, Neil Irwin Verified, Paul F. Roberts Verified, Stephen Green Verified, Ian Fraser, Tim Sullivan, James Robinson Verified, Michael Lewis, Christina Binkley Verified, Bethany McLean Verified, Melody Petersen Verified, Charles Morris, Joe Nocera Verified, ROBERT SHILLER, Walter Isaacson, Carl Cannon Verified, John Browne, Margaret Heffernan, Satyajit Das, Gareth Jones, Mohamed El-Erian, Moisés Naím, Peter Diamandis, William Cohan Verified, Daniel Yergin, Cass Sunstein, Don Tapscott, Jeff Rubin, Hamish McRae Verified, Steven Kotler, Edward Glaeser, Howard W. French, Charles Calomiris, Thomas Piketty Verified, Sendhil Mullainathan, Matt Ridley, Erik Brynjolfsson, Andrew McAfee, Atif Mian, Amir Sufi, Tom Doctoroff, Gary Hamel, Joshua Ferris, Anita Raghavan, Michael Spence, Kenneth Rogoff, Jeffrey Sachs, Roddy Boyd, Steve Coll Verified, Adam Grant Verified, Rita Gunther McGrath, Alan Greenspan, Rosabeth Moss Kanter, Ian Bremmer, Abhijit Banerjee, Esther Duflo, Raghuram Rajan, Liaquat Ahamed, Ed Catmull, Stephen Haber, Diane Coyle, Viktor Mayer-Schönberger, Kenneth Cukier Verified, Sheryl Sandberg, Joe Studwell, Eldar Shafir, Angus Deaton, Ray Fisman, John Coates, William Silber, Michael Sandel, Daron Acemoglu, Luigi Zingales, Guy Lawson, Philip Coggan, Christopher Meyer, Julie Kirby, Barbara Kellerman, Richard Rumelt, Sylvia Nasar, Tom Bower, Michael Mandelbaum, Sebastian Mallaby Verified, Sheena Iyengar, Patrick Dillon, Fred Goodman, Anthony Williams, Walter Kiechel, Adam Haslett, George Akerlof, Nandan Nilekani, Frank Partnoy, Rob Goffee, Jim Collins, Carmen Reinhart, Tristram Stuart, William Bernstein, Byron Ousey, Tim Bouquet, Misha Glenny, Alice Schroeder, Clay Shirky, Richard Thaler, Bill Emmott, Joseph Nye, Philip Delves Broughton, Philippe Legrain, Nassim Nicholas Taleb, Iain Carson, Richard Bookstaber, Antoine van Agtmael, Phil Rosenzweig, Marc Levinson, Charles Fishman, Daniel Nissannoff, Barton Biggs, Charles Handy, Brook Larmer Verified, Barbara Smit, Debora Spar, Constantinos Markides, Paul Geroski, Steven Levitt, John Battelle, Pietra Rivoli, Corinne Maier, Lucian Bebchuk, Jesse Fried, Sumantra Ghoshal, John Bogle, Philip Augar, Yoshi Sheffi, Paul Ormerod, Vijay Vaitheeswaran, Lawrence Lessig, TED FISHMAN
|
Financial Times
Verified
Why Traditional Media Isn't Dying, and 4 Other Myths of the Digital Era Dispelled
"We are no longer creative people. We are inventors!" The cyber jury president at Cannes Lions International Festival of Creativity proclaimed this four years ago, but today I argue it couldn't be further from the truth. Contrary to conventional wisdom, and despite the disorientation that digital technology has wrought, "traditional" conceptual thinking is still fundamental to marketing.
What Chinese Consumers Want
Apple has taken China by storm. A Starbucks can be found on practically every major street corner in coastal cities and beyond. From Nike to Buick to Siemens, Chinese consumers actively prefer Western brands over their domestic competitors. The rise of microbloggers, the popularity of rock bands with names like Hutong Fist and Catcher in the Rye, and even the newfound popularity of Christmas all seem to point toward a growing Westernization.
Show More
loading
Actions
Is this you?
As a journalist, you can create a free Muck Rack account to customize your profile, list your contact preferences, and upload a portfolio of your best work.Get in touch with Tom
Contact Tom, search articles and posts on X, monitor coverage, and track replies from one place.
Learn more about Muck Rack