Spire Express » Creative Services

YouTube Redefining the Entertainment Business

Mike — Tue, 27 Sep 2011 15:36:21 +0000

Danielle Sacks, award-winning senior writer at Fast Company magazine chronicles how YouTube CEO Salar Kamangar and his team have transformed Google’s Folly into a mind-blowing — and lucrative — global platform that is redefining the entertainment business.

Read the print article here.

Read the article on Fastcompany.com

Moviemaking for the masses

Mike — Wed, 21 Sep 2011 20:17:29 +0000

There’s something hilarious about seeing a cartoon bear cuss like George Carlin in a computerized voice while planning vehicular homicide. For this, the world can thank Xtranormal, an online animation company that plops anyone touched by the muse into the director’s seat of his own comedy sketch.

Read print article here.
Visit Xtranormal site.

Search Marketing puts a new spin on the Art of Copywriting

Mike — Fri, 27 Nov 2009 14:45:03 +0000

Beyond basic best practices to shorten and clarify search ad copy, the choice of language used in the creative should depend on what the objective is, according to search marketing experts. “Creative can impact click-through and conversion rate, and many times, the two act in opposition to each other…

True ROI Accountability

Mike — Tue, 10 Nov 2009 17:18:28 +0000

Web marketers can easily tell whether a particular consumer visited a specific site, when she visited, and whether she bought something. But despite a decades-long head start, television advertisers haven’t been as successful connecting the shows people watch to the products they buy. Now a new media research company, TRA – for “True ROI Accountability for Media” – is taking another crack at the problem. It merges data from people’s cable set-top boxes with consumer-purchase databases…

The Power of Taglines

Mike — Thu, 08 Oct 2009 19:13:42 +0000

Great taglines have three things in common:
1. You see them;
2. You understand them;
3. You connect them to the company.

13 proven strategies to create high-performing copy

Mike — Thu, 08 Oct 2009 14:11:41 +0000

Whether you’re using online or offline media channels to drive your direct marketing, copy significantly impacts your results. Direct is about getting prospects to read your message and respond right now. While you strive to build and support your brand using high-impact formats and images, you also must deliver copy that touches the heart and head of your prospects.

Great Book – Lousy Promotion

Mike — Mon, 05 Oct 2009 19:34:42 +0000

When sending a book for review, it’s essential to include the following: (1) a copy of the book; (2) a personal cover letter to the reviewer that sells the book and tells why it is important to the readers of the review; (3) a press release that enthusiastically describes the book and its benefits…

Google Radio-Ad Heads Quit

Mike — Mon, 05 Oct 2009 17:30:10 +0000

The heads of the radio-advertising firm bought by Google Inc. a year ago have left the company as the Internet giant faces skepticism about its efforts to sell ads on radio stations. Google confirmed the departures of Chad Steelberg and Ryan Steelberg, brothers who led the radio-ad firm dMarc Broadcasting Inc. and sold it to Google last year for $102 million, plus the potential for $1.1 billion in performance-based payments tied to revenue and ad-inventory targets.

Google Tests New Ad Offerings-but Will Advertisers Follow?

Mike — Mon, 05 Oct 2009 15:49:36 +0000

GOOGLE INC. has been racing to extend its reach on the Internet and in traditional media. Now it needs advertisers to follow. Among those it is wooing is Alan Cohen, chief marketing officer of Gemstar-TV Guide International Inc.

Spot Runner Raises Monday from Heavyweights

Mike — Mon, 05 Oct 2009 15:42:45 +0000

SPOT RUNNER RAISES MONEY from a raft of media and advertising heavyweights. CBS Corp. and two advertising holding companies, WPP Group PLC and Interpublic Group, each took a minority stake in Spot Runner after participating with several others in a $40 million round of financing for the closely held firm. Spot Runner, of Los Angeles, helps small businesses create…