Advertising & Marketing Management

Advertising is in the midst of a major transformation due to advances in technology, growth of the mobile market, and empowerement of consumers and their increased engagement. Jeff Tan, vice president of strategy for Dentsu Aegis Network, shares recommendations on how to create and conduct successful advertising campaigns.

 

In this course, Tan talks about lessons advertisers can learn from the "Mad Men" era of advertising. He discuses elements of a great advertising campaign, and the value of collaboration. He describes how digital marketing will change in the future and why advertisers need to think mobile first when creating campaigns or building brands. Tan also discusses the challenge of keeping big clients and the difficulty of putting a value on creativity. He talks about the current overload of advertising and challenges facing advertising agencies. Tan explains why he believes that the current era is the "greatest era of advertising".