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PHD Perspectives

About PHD Perspectives

We believe that the world is changing and will keep changing faster than ever before. We believe that successful brands will thrive by staying ahead of the curve. We believe that successful agencies will thrive by employing brilliantly clever, curious people and putting them in a fun, stimulating environment.

Formed in 1990, PHD is a... more

PHD Perspectives: Media Trends: the Convergence of Divergence - Sonya Svaty
By Sonya Svaty

Ah, it's that time of year when I start to pull together my annual media landscape and trends presentation. It used to be that I had to bribe people with a big catered lunch to stay in the room for this presentation, but the good news is that exciting changes in the industry make it one of the better attended and eagerly anticipated meetings.... more


PHD Perspectives: Are We Putting the Data BEFORE the Horse? - Abby Luther - MediaBizBloggers
By Abby Luther

Coming from a Search Engine Marketing background, I have always considered myself a "data purest". Meaning that I simply can not fathom developing a media strategy, solidifying a budget allocation, or optimizing a media plan without having proper data backing up my recommendations. And lets be clear, when I talk "data" I am... more


PHD Perspectives: A Wellness Plan for the Year - Anne Marie Schaffer - MediaBizBloggers
By Anne Marie Schaffer

The New Year provides an invisible line in time where one can shake off the memories of things gone wrong and celebrate what went right over the course of the last year. It provides for a clean slate from which to create new goals and aspirations. We often craft resolutions that are personal in nature: lose weight, exercise more, drink less,... more


PHD Perspectives: Analog Ghosts - Ed Castillo - MediaBizBloggers
By Ed Castillo

For all our talk about how our targets "consume media" we rarely seem to discuss how people use gadgets. I mean actually use them. I'm not referring to the "frequencies" or "tendencies" that we learn from MRI and Simmons...I'm referring to the idiosyncrasies we see in our everyday experience with... more


PHD Perspectives: Are You Fishing with Rocks? - Jackson Collins - MediaBizBloggers
By Jackson Collins

"I do not accept that there has to be a choice between advertising that is strategically relevant or creatively original" (Martin Boase, co-founder of BMP, now DDB London).

The challenges facing agencies and clients have never been tougher as consumers are bombarded with an increasing number of messages and experiences... more



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