This tag is associated with 7 posts

Do The 4As Transparency Guidelines Go Far Enough?

If agencies are transparent about media they’re reselling to their clients, is that enough? The 4As recently announced that member agencies failing to adhere to their transparency guidelines could end up purged from the organization.  That’s a harsh penalty that will, no doubt, make agencies think twice about opaque arrangements that allow them to earn… Continue reading »

How to Filter Bias from your Media Plans

  On our way to becoming media generalists, we are first specialists.  And the medium we first specialize in can hold a special place in our hearts like a first summer crush. But solid rationale and a wide range of considerations are the drivers of successful campaigns, and letting our feelings get in the way… Continue reading »

Knowing When To Stop Negotiating

By: Cindy Seebeck Broadcast buyers count themselves among some of the best negotiators in the media business, but negotiation means a lot more than simply getting the best price for a schedule. Did you know that over focusing on getting the best price can put you at higher risk of preemption and keep you from… Continue reading »

Four Things You Can Do Right Now To Protect Against Undisclosed Agency Rebates

By Tom Hespos The results of an ANA probe on agency rebates have come back, and while details of those results have yet to be made public as of this writing, I’ve been in the business long enough to know what the report will say when details reach the general advertising community. Are you managing… Continue reading »

Why Brands Should Prepare Now to Help with the Next Natural Disaster

We are pleased to welcome Jeff Rosenblum as a monthly contributor to The Makegood. Jeff is a founding partner of Questus, a digital agency, and he is a documentary film director and producer. He is widely regarded as one of the leading innovators in the field of digital marketing. Look for Jeff’s monthly column every fourth… Continue reading »

K.I.S.S. A Personal Resolution.

One of the most prophetic things I have ever heard came from my college Organizational Behavior professor and it was “K.I.S.S… Keep It Simple Stupid.” It is my resolution in 2013 to make K.I.S.S. a daily practice and I would like to encourage folks to do the same. Over the past year our industry has… Continue reading »

The Syracuse Redemption

The best movie ever with the worst title ever has to be The Shawshank Redemption, right? There are so many great scenes, amazing moments, and the ultimate triumph-over-adversity story. I was reminded of one of my favorite scenes when planning for the next couple of days. I will be on the road tonight heading to… Continue reading »