Mindful Approach to Marketing


What Is Mindfulness?

The word itself is straightforward. Mindfulness suggests that the mind is full with what is happening around us, inside our bodies or with the task at hand. Yet finding that intensely present and aware mind is hardly an easy task. It seems that when we are doing one thing, our mind is already on to the next project.
Read full post...


Marketing Is Alive and Well

June 1 marks the 119th anniversary of Mark Twain’s well-known quote: “The report of my death was an exaggeration.”

It seems an appropriate time then to report that any rumor suggesting that marketing is dead (and branding is meaningless) is also an exaggeration. Last month, SSRS, a full-service market and survey research firm (www.ssrs.com), completed 1,000 interviews with adults ages 18+ across the United States. The SSRS Omnibus Survey uses a dual-frame model (RDD and cell) with 60 percent of the sample cell-phone respondents. Two of the survey questions suggested by ab+c Creative Intelligence were related to consumers’ current opinions of marketing and branding.Read full post...

March 8, 2016
February 22, 2016

Be Bold, Be Confident – Advice for Female Marketers

PAC Event

Panelists from the Philly Ad Club “Women in Advertising” event.

A few weeks ago the Philly Ad Club hosted an event, “Women in Advertising,” at the Philadelphia Convention Center. Some of us from ab+c were lucky enough to attend and listen to the panel of speakers offer advice for female marketers. The panel consisted of women from agencies, corporate communication departments and higher-ed marketing departments. After we all had a beverage (or two) and a bite to eat, we settled in with a huge roomful of women and men to listen. Here are our biggest takeaways from the event.  Read full post...


Four marketing resolutions for 2016

What are your marketing resolutions for 2016?

What are your marketing resolutions for 2016?

The New Year gives us a clean slate and an opportunity to make resolutions to improve our lives. Typical goals and resolutions include losing weight, exercising more, improving finances, getting a new job or procrastinating less. Which, I’m sure we’ll all fully accomplish this year.

Yeah, right.

According to recent research published in the University of Scranton Journal of Clinical Psychology, while nearly 45 percent of us make New Year’s resolutions, only 8 percent actually keep them.Read full post...

December 14, 2015

ab+c Creative Intelligence Establishes Major Presence in Philadelphia


Mayor Michael Nutter joined the managing directors of ab+c’s Philadelphia office and ab+c’s managing directors to cut the ribbon officially opening ab+c’s new Center City office.

PHILADELPHIA, PA (December 14, 2015)—ab+c Creative Intelligence, one of the region’s oldest full-service marketing communications agencies, recently made a major commitment to expand its footprint in Philadelphia to help build its presence in the Mid-Atlantic marketplace. ab+c officially opened its Center City Philadelphia office at 1429 Walnut Street with a major celebration on December 2 and a ribbon-cutting featuring Mayor Nutter and other city officials.

“Over the past several years, we’ve found our client base growing significantly beyond our home base of Wilmington, and the time was right for us to establish a strong presence in the Philadelphia region,” said John Hawkins, ab+c’s founder and CEO. “We took a full floor in an exciting historic office building downtown in the heart of the City Read full post...


Marketers need to be good writers.

Writing is quickly becoming an important skill for marketers to have.

Writing is quickly becoming an important skill for marketers to have.

I’m no writer. Which might become evident as you make your way through this. When I was in college, nobody told me how important writing would be once I landed a marketing job. Maybe they didn’t think it was important because of how fast everything in marketing and advertising changes. But I’ve come to accept my fate as a marketer—I must be a writer. As marketers, we can’t deny it or pretend it isn’t a huge part of our jobs. With marketing and advertising making a shift from traditional to digital, more of our everyday job has become writing. Emails. Blogs. Content. Tweets. Press releases. Proposals. StrategiesRead full post...

How long does it take to establish a brand that works?

Brands don't happen over night.  image credit: Latimre Appleby

Brands don’t happen over night.
image credit: Latimre Appleby

In my career I have built, enhanced and even created numerous brands for multiple organizations in healthcare, higher education, and other industries. And people always ask me, “How long does it take to establish a brand?”

My answer: five years.

In the first phase, you’ll develop your brand. This requires qualitative and quantitative marketplace, stakeholder and competitor research; positioning and brand platform formation; and creative execution, messaging, and brand guideline and internal collateral development. You’ll need careful planning and patience—and about 18 months.Read full post...

July 9, 2015

New style of partnership brings new set of problems.

skimm blogTheSkimm,” a free email newsletter skimming three to five top stories in the world geared toward female millennials, recently announced it would start pairing up with other companies to bring in advertising revenue. It will do this through strategic “partnerships” rather than typical ads. Approaching its third anniversary, theSkimm has grown exponentially in popularity and recently completed a fundraising push bringing in .25 million in capital from backers like RRE Ventures (Buzzfeed) and Chelsea Handler. While its main focus has been growing its readership, now at 1.5 million readers daily, founders Carly Zakin and Danielle Weisberg decided it was time to make theSkimm profitable.Read full post...