The Favorites button on your Web browser’s tool bar is a pretty handy feature. If you like a certain Web site, you can ”bookmark” it without having to remember the URL. Sure, the list eventually gets pretty long, but does anyone really mind looking through 253 Web sites to find the one you discovered last spring during that project you completed on a totally unrelated subject?

There are, shockingly enough, more efficient ways to save salient Web pages, mark relevant blog posts, and find important online documents. And many of these methods have value for marketers.

Marketers are rarely satisfied with their ability to effectively measure marketing efforts. Top executives and department leaders increasingly demand higher quality measurement systems, pushing companies to better communicate the marketing department’s impact on the bottom line. This challenge is further complicated by the fact that different departments, which have different goals, needs and ways of defining value, look at marketing through different lenses.

When I started in advertising I was an intern, ready to practice my craft. “Ah, to be on a big-budget TV shoot with Pytka! I wonder if I’ll work at Fallon one day?” A world of opportunity lay before me.

Or did it? I guess so, but it was a fairly myopic world.

TV and print (and radio, if you were a copywriter) were the creative canvases available at the time.

The employees of Hughes ask for very little – we have wonderful clients, a creative new work environment, and a dedicated staff. So for the holidays, we really didn’t ask for anything new – not even the tree house we really wanted in the parking lot. In spite of this, we had an unexpected package delivered just in time for the holidays: on December 1, Hughes received an entire public relations department.