Author: Grant Pace
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We all know the numbers. A cool five mil for 30 seconds to be a part of the big show. Which for some brands is a drop in the Beechwood aged bucket to reach all those eyeballs. But in today’s ROI driven marketplace, where measurement and analytics rule, the expectations…
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One day a year my friends and family actually treat me like some sort of sage. Super Bowl Sunday is about advertising, not football, for millions of viewers. So, naturally, I get asked what did I think of the ads. My answer this year? In a word: deflated. I was…
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What do meatballs and banks have in common? To us at CTP, everything. Because we believe nothing becomes meaningful, or memorable, until viewed through the lens of personal experience. A meatball is just a manufactured food product. But turn it into a healthy, nutritious way for a busy mom to…
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As the iconic Bud Bowl series celebrates its 25th anniversary, Grant Pace takes us back to the legendary campaign’s creation. How was the idea formed, and why did a bunch of football-playing Bud longnecks resonate so well with fans? What’s the six-part campaign’s legacy in Super Bowl advertising, and would…
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It was a mostly overlooked gesture in a meaningless game. A final nine innings in New York that would bring a disastrous 2012 season to an end. But there was something about Dustin Pedroia’s insistence on playing in that final game, despite a broken finger, that stuck with us all…