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Neil Pace

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Making Your Marketing Resolutions - and How to Stick to Them

Posted by Neil Pace on Tue, Jan 3, 2017 @ 08:01 AM

2016 is finally over and 2017 is here. Finally, it's a new year! And with that new year comes the inevitable New Year's Resolutions. You've probably made one or two yourself. Maybe it's quitting smoking. Or losing weight. Perhaps you want to read more. Whatever they are, you make them with the best of intentions and are hoping to improve your quality of life. For the same reason, you need to resolve to improve the quality of your marketing which can improve your business.

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Topics: media planning, marketing, advertising

The 7 Habits of Highly Effective Media Agencies

Posted by Neil Pace on Wed, Aug 24, 2016 @ 07:08 AM

In 1989, Stephen Covey wrote his bestselling book "The 7 Habits of Highly Effective People" which went on to sell over 25 million copies. The purpose of the book was to help readers understand that everyone has a different perspective -two people can see the exact same thing and yet observe separate things - which can often be a hurdle when trying to achieve a common goal. Covey devised 7 habits that will get these differing perspectives in sync. A recent article asked if these habits were still valid in today's world (in a word, the answer is yes). While reading, I realized that - not only are these habits valid - they should be applied to your business practices as well. But what does this mean when applying them to your media agency?

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Topics: media planning, media buying, media partner, strategy

Size Matters Not: Why A Smaller Agency Is A Better Agency

Posted by Neil Pace on Tue, Jun 14, 2016 @ 15:06 PM

As most of you probably know, part of my blog title is a quote from what has been called the best Star Wars movie. This line is spoken by Yoda during an iconic scene in the film. Luke Skywalker's X-Wing is sinking in the swamp. He tries his best to use the Force to lift his ship out of the water. Try as he might, he just can't do it. Yoda, who until this point in the movie has been mostly shown as a very small and feeble creature, not only lifts the craft with ease, but flies it around the swamp before gently setting it down safe and sound.

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Topics: media planning, picking a new agency, strategy

Upfronts 2015: FOX, NBC, and the CW Recap

Posted by Neil Pace on Wed, May 20, 2015 @ 13:05 PM

You may have read my colleague's blog about the ABC and NBC Upfronts. As he mentioned, these presentations to buyers are the carrot to entice them to purchase ad inventory on their stations. We like to take a look at what the networks are offering and give you our perspective of their upcoming programs.

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Topics: FOX, 2015, upfronts, NBC, CW

Programmatic Buying: Is It Real-Time or Not?

Posted by Neil Pace on Wed, Oct 1, 2014 @ 13:10 PM

In an earlier blog, I gave a topline definition of programmatic buying from beginning to end. It touched on all the basics, but I didn't really go into any detail. I wanted to go through each step of programmatic to make sure everyone was clear about this new technology. The first question that I wanted to address is: Is programmatic the same as real-time bidding (RTB)? The answer is--sort of.

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Topics: RTB, programmatic, real time buying, digital

The Fall 2014 Television Line-Up: Who will make it to Summer?

Posted by Neil Pace on Fri, Sep 26, 2014 @ 16:09 PM

In what we hope will be an annual tradition
here at McCulloch+Company, we're going to give you a few of our picks for winners, losers, and "maybes" from the crop of new television shows. When we did this last year, we did great with our picks of shows that were sure to be canceled--all three are gone--but we were off on what we thought were good bets. Hostages had a great premise, but apparently no one else wanted to pay the ransom. Super Fun Night had a hilarious and up-and-coming lead in Rebel Wilson, but what's funny in a movie turned out to be less funny week after week. Even Marvel's Agents of S.H.I.E.L.D., which did manage to make it to a second season, was in real jeopardy for a while. It took a theatrical movie's major plot twist to save it from cancellation.  

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Topics: television, ratings, Nielsen, tv

An Intro to Programmatic Buying

Posted by Neil Pace on Thu, Aug 21, 2014 @ 16:08 PM

Having been in the media industry for several years, when a new buzzword starts making the rounds I wonder if it will stick around. Oftentimes, it's the latest thing everyone talks about and claims to be an expert on, but soon enough people can't even remember what the term even meant. The latest is "programmatic" or programmatic buying. This is a new buying method that was primarily developed for digital display but can also be used for pre-roll, Facebook ads, even television. The promise of programmatic is huge so I hope it's here to stay, but the biggest problem with programmatic right now is that no one seems to know exactly what it means. They just know they need to be doing it. In future posts, we'll expand on the details of the programmatic buying process but for now I thought I'd go over the basics so that we're all on the same page.

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Topics: media buying, programmatic, digital media

Which Comes First – Media or Creative?

Posted by Neil Pace on Thu, May 22, 2014 @ 16:05 PM

It’s a question that clients have always struggled with. It’s certainly not as polarizing as the “chicken or the egg” question might be, but it’s a question that every client wished they knew the answer to before they selected a vendor. “Is the media more important than the creative?” Or vice versa. We have our own perspective on this and you might be surprised by the answer considering we’re a media only agency.

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Topics: creative agency, Media Agency, partnership

You Are Not Your Target Audience

Posted by Neil Pace on Wed, Feb 12, 2014 @ 16:02 PM

We pride ourselves on putting together media plans for our clients that reach their target audience the best way possible within the budget we are given. Our team takes time to analyze all the media options, verifying TV ratings, cable viewership, newspaper and magazine circulations, website impressions and more to ensure the plan is the best it can be. But one phrase can make all that hard work feel wasted:

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Topics: Media Agency, media planning, searching for a new ad agency, good media idea, ad agency, choosing a media agency, target audience, media buying, marketing planning, marketing objectives, media selection

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