Shelly Lipton

Shelly Lipton

Monday, 27 July 2015 20:26

Why Start-ups Need Grown-ups

We are living in exciting times where nearly 137,000 new start-up ventures are launched each day around the world.*  The U.S. certainly gets its fair share of the entrepreneurial pie. Among other factors, there have been debates over the right age to venture out into the start-up world and the specific markers or criteria for success. With 90% of start-ups expected to fail, are their any common denominators that fuel the 10% that make it?

Tuesday, 30 June 2015 20:21

Numbers Don’t Lie

All too often we see practitioners especially in the B2B technology space leaving their marketing decisions and measurement to happenstance. Sort of like 'the shoemaker's kids who have no shoes.' Some of this is due to a product driven mentality where developers feel they've created something so unique and special that buyers will wait in line to receive them. And in other instances it is simply just a lack of understanding and experience in applying strategic marketing and measurement practices to what may appear to be unquantifiable tactics. So let's take a step back for a moment.
Wednesday, 19 September 2012 20:01

LinkedIn - 'Where Business Happens'

LinkedIn needed to position their Marketing Solutions business (i.e. advertising/social media sales) to overcome the perception of their social media platform as a ‘job site’. GUM conducted 'voice of the customer' outreach and uncovered global strategic insights that helped the advertising industry recognize that LinkedIn is Where Business Happens.


We’ve helped them get better positioned at industry trade shows and conferences, secure excellent 'thought leadership' speaking opportunities, create targeted sales & marketing programs & materials, and managed their assault on both Advertising Week and Cannes Lions International Festival of Creativity.


As a result of getting better known and liked, LinkedIn is growing its reputation as a valuable marketing partner for an expanding list of respected brands.

Monday, 17 September 2012 19:37

Hyperactivate - 'Activating Fans & Followers'

Hyperactivate (producers of HashtagArt) is mastering the art of participation marketing; in other words, getting social media users to do something more important than pressing a ‘like’ or ‘follow’ button. By Activating Fans & Followers, Hyperactivate is turning the traditional funnel model upside down by encouraging already rabid fans to ‘sneeze’ brand messages to their circles of friends.


GUM evaluated the complex social media marketplace to uncover a unique positioning that would resonate with brand marketers and agencies. This included the strategy for developing a new company name (Hyperactivate) that would encompass a growing portfolio of applications beyond its core mosaic product.

Ace Metrix is The New Standard in Television Analytics, measuring the creative effectiveness for virtually every commercial, in real time by bringing digital technology, analytics, and speed to the advertising industry.


GUM helped clarify their positioning, introduce them to the 4A’s and then brought them to the Cannes Lions International Festival of Creativity to meet the advertising and marketing world face to face.


As a result of getting better known and liked for the value their platform brings to advertisers and the agencies that serve them, Ace is becoming a credible marketing partner for a growing list of top televised brands.

Monday, 17 September 2012 19:27

Outbrain - Discover Content

Outbrain is revolutionizing content distribution by treating it and selling it as a better performing channel vs. display ads. GUM brought them into the arena and guided their positioning, helped them prioritize a complex buying landscape for more targeted sales focus, and assisted them in standing out in the advertising industry. We introduced them to Effie Worldwide, iMedia Summits, and Advertising Week.


With the continued rise and interest in content marketing combined with a more strategic focus on where they’re going, Outbrain is well positioned to take a large share in the growing world of content discovery.

Monday, 17 September 2012 19:23

Zillow - 'Movers Are Shakers'

Zillow needed to differentiate their audience from other, lower priced online advertising options. With over 23 million monthly uniques, inventory was being sold below its premium value given its unique audience. GUM helped sales management understand that they needed hard data to help the industry understand that Movers are Shakers for many brands. And we helped them take the need for research into a major study with Ipsos and then take it on the road.


The data driven approach to demonstrating the unique value of ‘movers’ has opened doors with advertisers where none ever existed.

Wednesday, 04 July 2012 18:34

What A Difference A Year Makes

GrownUpMarketing just celebrated its second anniversary and our trajectory is thrilling and our accomplishments are good enough to make a mother brag about them.

Thursday, 06 October 2011 20:00

Socializing Advertising Week #AW8

At the halfway point of Advertising Week in New York, I had the opportunity to catch up with Mo Krochmal of Social Media News NY outside the midtown Times Center to share some thoughts about the week, the sessions, and the social media context. Take a look at the video.

Wednesday, 19 January 2011 01:15

Social Media + Mobile = Results

Traditional advertising channels—including print, broadcast, and online display ads—are perfect places for prompting users to text a keyword to an advertiser’s code in order to enter a sweepstakes or receive a discount coupon.