Mary Maddever

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Articles by Mary Maddever

Editorial: Extreme advertising

Mary Maddever on advertising’s rapid-fire evolution and how the industry is trying to keep up.

the lads

Taxi adds CBO remit, gains new global CCO and loses Taxi 2 ECD

Changing of the creative guard: Steve Mykolyn passes the CCO baton and takes on the new CBO role, while Lance Martin tackles a start-up.


What’s next for shopper marketing?

Practitioners and pundits converged at Chicago’s Shopper Marketing Expo this month to weigh in on what’s working now and what needs to change, and to share a glimpse of the shopper and store of the future.

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New York Ad Week: The new agency model is a very old one

Cultural anthropologist Grant McCracken on why the agency’s best value proposition is the commercial.


New York Ad Week: Goin’ Mobile

MEC execs talk about the major impact of mobile, and tell advertisers to think of the platform as their first screen at the IAB Mixx conference.

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New York Ad Week: The big bang of tech and creativity is here

Exec editor Mary Maddever takes in day one of presentations, from Microsoft Advertising to L’Oreal and Foursquare, and reports that the buzz is all about apps and targeted engagement.


Building brand stories

Strategy executive editor Mary Maddever on what gets us to love a brand.


Killer apps: ads’ tech tipping point?

Strategy executive editor Mary Maddever on the app-ification of brands, and a new shopper-focused award show.


Editorial: Net(re)working

Executive editor Mary Maddever on the new opportunities for engaging audiences, and how the media industry needs to change to reflect them.


Ads that earn their keep

Just in time for Cannes, strategy‘s executive editor Mary Maddever looks at world-class innovation and how marketing trends are changing the way businesses operate.


Community-led and nimble: the new corporate social relationship

Strategy‘s executive editor Mary Maddever looks at unrealistic expectations and limitless opportunities in the new CSR landscape.


Micro-audiences: the new clout

Want to reach today’s teens? It’s time to throw aside the one-size-fits-all approach, writes strategy executive editor Mary Maddever in the editorial for our youth issue.


Editorial: Insta-interest

Through platforms like Instagram, social is going from macro to micro, writes strategy executive editor Mary Maddever.


Miele’s open Haus at IDS

The appliance brand makes a big splash at the Toronto design show with an exhibit-turned-theatre display.


Editorial: The creativity-effectiveness continuum

How the two areas are more connected than you might think.