Garfield Says Traditional Advertising Doomed to the Same Fate as Ex-Planet Pluto
Bob Garfield, arguably the best critic writing about advertising today, said the following last Monday in an important lead article in Ad Age:
“…consider something barely imaginable: a post-apocalyptic media world substantially devoid of brand advertising as we have long known it.
It’s a world in which Canadian trees are left standing and broadcast towers aren’t.
It’s a world in which consumer engagement occurs without consumer interruption, in which listening trumps dictating, in which the internet is a dollar store for movies and series, in which ad agencies are marginalized and Cannes is deserted in the third week of June.
It is a world, to be specific, in which marketing — and even branding — are conducted without much reliance on the 30-second spot or glossy spread.”
Technorati Tags: Advertising Agencies, net marketing, TV Commercials, Wall Street Journal
The full article is at: http://adage.com/article?article_id=115712
And on the same day the Wall Street Journal chronicled the same issue as a famous client, Nike, began jettisoning it’s equally famous agency, Wieden & Kennedy, over New Marketing capabilities:
Frenzied Waters, Campfire’s big summer campaign for Discovery Channel’s Shark Week, was a huge success. Bloggers, radio personalities and the general public hunted for mysterious “Shark Attack” capsules, capsules that contained the artifacts of oceanic tragedies. Some from times past, some that hit closer to home than anyone could have imagined.
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