US Advertising - Columnists: Randall Rothenberg

Advertising Age - Randall Rothenberg

03/19/2007 12:00 AM

After 10 Great Years, a Farewell to the Readers of Ad Age

And so it ends, not with a bang, nor with a whimper, but with a column. How appropriate. In 10 years, I have written some 300 columns for Advertising Age. Coming on top of the 250-odd columns I'd written earlier for The New York Times, this decade's worth of journalistic gymnastics should have hinted to all readers what ultimately happened: I fell in love -- with advertising, marketing and media and the people who are transforming them.

03/05/2007 12:00 AM

Dove Effort Gives Package-Goods Marketers Lessons for the Future

Since the advent of the internet, many package-goods marketers have been holding back, wondering and worrying whether mass brands traditionally sold through mass media had a digital future. Ogilvy's famed "Campaign for Real Beauty" for Dove answers resoundingly in the affirmative. Here are four important points to learn from that campaign.

12/04/2006 12:00 AM

Product Guru Peter Arnell to Co-Create Retail Businesses

Peter Arnell has been unquietly unmaking the concept of marketing services ever since he burst into view in the late 1980s with such out-of-the-box ideas as fashion ads that didn't feature the products, city-inspired in-store installations and architect-designed teapots. No longer a boy wonder, he is proving to be as irrepressible a force as ever, emerging as an outsourced product-innovation guru.

10/30/2006 11:36 AM

The Continuing Adventures of Beauregard Babcock

I'm wandering -- well, my avatar, Beauregard Babcock, is wandering -- around the Club Extreme and Casino, a bustling nightspot. Beauregard is slender, has almond-shaped dark eyes, brown hair, a bald spot, and sports a white bowler and a rakish t-shirt that reads, "I love sheep." He is boyishly handsome, if I do say so myself. He should be: I created him.

10/15/2006 12:00 AM

With the Right Set of Tools You Can Think Globally, Act Locally

In the hands of Globalworks and other advanced marketing-services companies, the dashboard is a mechanism for marketing management. As most communications content becomes digital in form, it will be managed through networked systems that mimic the functionality of an airplane's instrument panel.