14 February 2020 • Although the term “in-housing” is relatively new, the concept of marketers bringing the advertising function in-house is not. As the thought of in-housing has once again become a hot topic among marketers, it will serve us well to gain some perspective on this cyclical phenomenon.
13 May 2019 • US advertising is so often conflated with a certain Manhattan avenue that its diversity is sometimes ignored. WARC’s US editor Geoffrey Precourt introduces research by The 4A’s Marsha Appel that explores the breadth of America’s agency landscape.
01 February 2019 • Direct to customer brands are very much in vogue, but it’s not the first time this idea has been around. The 4A’s Marsha Appel looks back at the successes and failures of earlier direct brands and explores what makes the new crop so different.
10 May 2018 • A confluence of factors caused something special to happen in the 1980s, writes the 4A’s Marsha Appel. Here she tracks the mergers that created the landscape we know today.
01 March 2018 • An agency's sudden bankruptcy 46 years ago set off a chain of disruption that completely overturned the media protocol. The 4A's Marsha Appel looks at how that event changed the ad industry.
21 November 2017 • If you work in advertising, chances are that someone outside the industry has asked you about subliminal advertising. The 4A’s Marsha Appel looks at the rise and fall of the greatest advertising myth of the 20 th century.
11 October 2017 • Madison Avenue is synonymous with Adland, keeping the name even after most agencies were chased away by high Manhattan rents and shifting fashions. The 4A’s Marsha Appel takes a look at the restless soul of Madison Avenue.
31 August 2017 • The agency name has had an illustrious history, from the full surnames names of every single partner on the letterhead to the advent of the rock band agency. The 4A’s Marsha Appel takes a look at the greetings agency receptionists have had to navigate over the years.
About Marsha Appel