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Hang on. Maybe you haven’t read everything useful about the Omnicom-Publicis merger yet. Because at the end of the day it could have an effect on integrated media buying and could affect creative strategies for brand marketers. Yesterday, the professors at Wharton School Of Business published their take on the deal, and it’s a much …

Merck is using a unique customer engagement strategy to reach college-aged women and dissmeninate content on its birth contol products. As college women prepare to head back to school, Merck and Her Campus, an online community for young women in college, have partnered to create the “Pledge to Plan It Forward,” which provides information to …

Guinness has put a spin- literally – on athlete endorsements. On Tuesday it challenged LA Lakers star and two-time NBA MVP Steve Nash to make storied Italian soccer club Inter Milan and compete in the Guinness International Champions Cup (GICC). Today, it was announced Nash didn’t make the cut. No surprise that Nash actually was …

You could make a strong argument that the most creatively branded product in history is the diaper. Consider what they do. Now consider what has been done with them. P&G’s Pampers has become a content marketing icon, virtually launching a legion of mommy bloggers. Colgate-Palmolive’s Huggies is a case study in customer retention and loyalty. …

We’re always up for a good list. And this is a very good list. NewsCred, the NYC-based content strategy and curation provider, has put together the Top 50 publishers, brands and agencies in the content marketing space. “Anyone who takes a look at a company’s website can see that brands are embracing content marketing. Brands are …

American Express continues to equate premium branding with premium music. It’s innovative spin on music as content marketing will continue as it announced today that the next installment in its “American Express Unstaged” will feature Kings of Leon and the director Fred Armisen. The series is produced in partnership with VEVO and YouTube. Kings of …

Only a few years ago, “retargeting” was the hot new practice in online advertising. Today, as Chango’s new Retargeting Barometer report makes clear, retargeting has entered the mainstream. Let’s take a quick look at this survey of marketers and agencies to see exactly what it revealed and why it should be of special interest to …

The Back-to-School season is on. Brands that target school supplies, clothing and college dorm furnishing might be in for a tough job as a sluggish economy makes that backpack from last year look pretty good for this year. “The good news is that consumers are spending, but they are doing so with cost and practicality …

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by Brandon Gutman
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Brandon is an expert connector and seasoned business development professional. As Principal of Brand Approved, he's led the advisory to become the bridge between brand marketers and best of breed service providers that are reshaping the industry.

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