Alan Gottesman


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Art & Commerce: The Long Road Back

Brand Marketing

The U.S. marketing communications industry, broadly defined, is, by one key measure, within a hair’s breadth of a complete recovery from the Internet bust. Based on the latest data from [...]

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From Boom to Bust and Back Again

Brand Marketing

It’s been six years, but by one key measure, the marketing communications industry has worked its way back to where it was at the height of the Great Internet Bubble. [...]

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The Labor Barometer

Brand Marketing

Employment trends are a useful barometer for gauging the business climate at ad agencies. This trend analysis is especially useful in spotting upturns, and the most recent readings are encouraging.Few [...]

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The Myth Of Synergy

Brand Marketing

Marcom practitioners, even the very best ones, face certain pressures, which, though not unique, are more acute than in most other businesses.Agency/client relationships are never permanent, and even the best [...]

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Employee Economics

Brand Marketing

Ad agencies are about as labor intensive as businesses can be. As much as 60 cents of every fee or commission dollar that comes into an agency flows back out [...]

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On Costs and Effectiveness

Brand Marketing

Even the best-run ad shops have learned a lesson or two about cost controls during the past three years.Ad spending in the U.S. peaked in 2000, and most leading prognosticators [...]

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Yes, Big Can Be Beautiful

Brand Marketing

Report Cards study shows larger shops outpaced industrySometimes size matters. Last year was a challenge for agencies financially, but the largest national ad shops managed, in the aggregate, to increase [...]

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Uncovering the Silver Lining

Brand Marketing

Upfront outlook is upbeat, but news isn’t all goodThe record-setting attendance at the Association of National Advertisers’ all-day TV conference two weeks ago was probably a sign that the advertising [...]

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Winning in a Down Industry

Brand Marketing

Some investors have been scorched by ad-industry stocks’ flameout during the past year, but others—especially investors savvy about options—may get a shot at a phoenix-like recovery over the next year [...]

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Art & Commerce: Free Spenders

Brand Marketing

If people are pessimists because of intelligence and optimists because of will, there appears to be enough willpower to go around in advertising this winter. Pretty much across the board, [...]

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Trial Period

Brand Marketing

The MediaPort venture, put on ice two weeks ago, accomplished at least one notable feat: It got advertising’s three dominant players—Interpublic, Omni com and WPP—to invest in and work cooperatively [...]

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Last Hurrah?

Brand Marketing

The ad industry pulses to the same rhythm as the school year. It starts in September, building to a peak just before Christmas. Then, nothing. Signs of life return in [...]

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Number Crunching

Brand Marketing

Financial reporting season has begun. WPP, Omnicom and Publicis have revealed their fiscal 2001 results in the last two weeks; Interpublic, Grey and Havas will soon do the same. It’s [...]

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Beating the Odds

Brand Marketing

Investing in advertising stocks 10 years ago required courage. Then, as now, the U.S. economy and others around the world were in a recession. The ad industry, which hadn’t seen [...]

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No Gain, No Pain

Brand Marketing

If memory serves, the last time the U.S. economy went into recession, taking the ad industry with it, the pace of account turnover quickened. Some clients sought to blame advertising [...]