Jan 17, 20222022: It’s Time To Think BIGJust what were the building blocks of 2021 that give us the base on which to think big in 2022? 2022 BUILDS ON THESE TRENDS FROM 2021: INCLUSIVITY: “Consumers became focused on a more optimistic depiction of equality and consumer media and subject matter covering not just a variety of…10 min read10 min read
Jul 7, 2021Looking Back on This Creative SeasonCreativity is the lifeblood of our business. Public recognition of our creativity can boost business success; however, the real value is not solely money in the bank, but in the encouragement to become even more creative. What is “creativity”? Sociologist Erich Fromm put it this way: "Creativity requires the courage…9 min read9 min read
May 12, 2021Getting the Goods on Gen ZMarketers have shifted their sites recently from Millennials to Gen Z…but…where to find them and how to reach them? Let’s start by mentioning a few identifying features of this new generational phenomenon. Born since 1997, the eldest are just entering the work force. Or trying to. Most are still in…6 min read6 min read
Jan 7, 2021Marketing 2021: Rebound, Personalization, and Digital HonestyPrioritizing cost-cutting can’t guarantee companies will make it through the year. Whether it’s health or business matters, we’re all focused on survival — under pressure to prioritize efficiency and productivity over human-centric activities. What does this mean for marketers in 2021? In the past, a corporate strategy based on cutting…Marketing4 min readMarketing4 min read
Dec 16, 2020A Key Takeaway from the Pandemic (It Isn’t What You Think!)As difficult as the year has been, 2020 has also boosted our creativity and kindred spirits This year is not one we’ll forget, and it’s not going to end on December 31: the COVID-19 pandemic, the lockdowns, the social distancing, will last a while yet. But there’s also an upside. …Covid-195 min readCovid-195 min read
Nov 2, 2020FINDING VALUE IN A PANDEMIC WORLDThe shared trauma of the COVID-19 global pandemic has given us all a common reference point, and it now seems the whole world is looking for value in a more profound way. The pandemic has set the world on its head. But it’s not all bad. Some changes suggest a…4 min read4 min read
Published in FRED & FARID·Aug 31, 2020Why agencies are more relevant than everIn-house teams need help, especially during the pandemic. It’s not unusual to see companies slash their advertising and marketing budgets as soon as a business downturn looms, and the COVID-19 health crisis has been no exception. In addition, today a slew of companies have taken more and more of their…5 min read5 min read
Published in FRED & FARID·Aug 6, 2020Last night in the US, Fred & Farid was recognized twice by Ad Age at Small Agency Awards 2020 with…Last night in the US, Fred & Farid was recognized twice by Ad Age at Small Agency Awards 2020 with 2 Gold: Fred & Farid Los Angeles won ‘Best Newcomer of the Year” and Fred & Farid New York won ‘Integrated Campaign of the Year.’ via Adage Hello. We are…6 min read6 min read
Published in FRED & FARID·Jul 17, 2020Creating Value: It’s All About Doing Things BetterIf you’re not creating value for your customers, what good are you really? The dictionary definition of “value creation” is “any process that creates outputs that are more valuable than its inputs.” As marketers, we could add to this definition: “Providing products and services that customers find consistently useful.” …4 min read4 min read
Published in FRED & FARID·Apr 28, 2020Working — and Winning — Through The PandemicThe Coronavirus has created an unprecedented global crisis. But it also helps us find our strengths, and resolve to overcome our weaknesses. Sure, we’d heard about the coronavirus and COVID-19. But it was somewhere else. Until it wasn’t. And from one day to the next, our world changed. It’s not…CMO6 min readCMO6 min read
