Tig Tillinghast

Tig Tillinghast helped start and run some of the industry's largest interactive divisions. He started out at Leo Burnett, joined J. Walter Thompson to run its interactive division out of San Francisco, and wound up building Anderson & Lembke's interactive group as well. His textbook, "The Tactical Guide to Online Marketing," can be found here.

How Clutter Kills Creativity - Time spent with European media spawns ideas for cutting through the clutter. Sep 4, 2002

Anti-Drug Campaign Creative: Worth $760 Million? - What do taxpayers get for in return for footing a very hefty ad budget? The creative's online, so Tig took a hard look. Aug 7, 2002

'Going Negative' Is the Way to Go - Apple's recent anti-Microsoft campaign illustrates how negative advertising can yield positive results for your brand. Jul 10, 2002

How to Open Your (Audience's) Eyes - Brilliant creative can be as powerful and evocative as Proust's Madeleine. Online may be the most effective medium for deeply sensory messages. Jun 12, 2002

Who Wears the Creative Briefs? - Creative teams aren't production departments. Creative, effective, online ads require creative input from a campaign's inception. May 15, 2002

Teasers: Look Before You Leap - Launching a new campaign with a tease? Better ensure you can deliver the payoff. Apr 17, 2002

Why Agencies Often Don't Buy What's Good for You - Is your agency opting for inefficiency when it makes your media buys? Here's how to tell, and what to do if it is. Mar 15, 2002

10 Media Predictions for 2002 - Whither bound in 2002, interactive media? It's not all that grim out there, says our resident expert. Mar 8, 2002

Avoiding Traditional Media's Trump - Ever seen a deal where online media is thrown in for 'free'? Here's how to evaluate its real worth. Mar 1, 2002

Media Buyers: Will Google Put You Out of Business? - Tig's done the math. He thinks Google's just-launched CPC model (coupled with its stealth technology) could eventually make many agency and sales functions obsolete. Feb 22, 2002