The blog of Ready State, a creative agency
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We Need to Recognize, Personalize and Optimize
For years now, the story in advertising and marketing has centered on data, and the many, many ways to collect it from consumers. Less attention, however, has been paid to what to actually do with all this information, now that we’re all swimming in it. Sure, we’re deploying it to target ads and but, until recently, marketers were using data as a pretty blunt tool.
Creative Director's Choice: Ian Clazie of Ready State on Max Lanman's used Honda film
It's a gentle spoof, an effective spot, and the beginning of a conversation — all in one.
Does guilt-trip marketing actually work?
'Confirmshaming' is all the rage, using guilt to spur signups and stop opt-outs. But is this the relationship you want with your customers?
Breaking down barriers between marketing tech and site code
It's getting easier to put tracking code on websites. Marketers, rejoice.
How to run an influencer program with no budget
A simple, clear approach to influencer outreach can yield surprising results
Don't get machine-washed
As marketers start evaluating machine-learning systems, it’s crucial to spot when that title is deserved—and when it’s just a buzzword
Beyond the startup: How to build a lasting culture
Agencies thrive when they establish core values and a culture that can grow with the business. Here's how several, including Ready State, have approached the challenge.
Hybrid staffing model gives brands more choices
CMOs need the deep internal knowledge of an in-house agency, along with the outside perspective, cultural currency, and flexibility of an outside shop, Ready State CEO Kabeer Mamnoon argues.
The CMO’s secret weapon: A journalistic approach
As media channels become overcrowded with brand stories, the styles and skills marketers use to tell them becomes crucially important. Journalism-driven stories can cut through the noise.
