Passante Authors Adweek Column

New York, New York - Linda Passante, CEO and Co-Founder of The Halo Group, is featured in Adweek's "The Path to Profits" column, with advice to readers on evaluating new media. Passante, deemed a "branding guru," shares her insight on innovation and earnings.

"We in the advertising world are creating our own noisy rhetoric, abandoning traditional marketing paths to business growth and mistaking new technology as its own strategy - instead of a tactic to answer it," Passante advises.  "Some of us even forget that a brand serves a business, and a business is supposed to generate a profit."

Adweek is the premier American advertising trade publication published weekly for industry professionals. Created in 1978, Adweek covers creativity, client/agency relationships, global advertising, accounts in review and new campaigns.