If this country ever needed it's "Creative Class" the time is now. Now is the time for all Big Ideas to come to the aid of their country. We need all the Big Ideas we can get. No matter how I say it, we hold these truths to be self evident. We are at a critical crossroads in the journey of the Republic. Do we stop crying and hunker down to clean up our national Katrina with its maelstrom of unsecured debt and worthless paper promises. Or do we tear ourselves even further apart with our greed and self-deception. I feel very responsible for what America has become. I'm a legend on Madison Avenue.I create demand out of pixy dust and innuendo. Until I saw the writing on the wall. The last time I saw such writing it said, "Mass Marketing Is Dead." I wrote a book about it. I figured I did my job. I warned the industry with "Divide & Conquer: Target your customers through Market Segmentation" (John Wiley & Sons, NY, 1986) Market Segmentation caught on. |
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Then companies became very stupid. The smart guys at the top were dying off. Goizetta, Ross, Lansing. Goners. Meanwhile, people were getting smarter. The internet helped. A lot. Nat Ives of the New York Times credited me and a bunch of other guys with starting the trend of user generated content. The Coke "Cool American" campaign. The first true NeoAdvertising campaign, was featured and pictured in the article. Born and bred right here on these pages, by readers like you. That was when we stopped calling people customers, users, consumers. People were just the audience with a job to be done. In fact, we just stepped in it again. Given the radical shift in focus, proposed by the President Elect. And our extensive work through IAPIA on the practice of Adaptive Branding and its key component NeoAdvertising, we find ourselves in the crush of the "Transition" of the Executive Branch of the U.S. Federal Government. IAPIA in their work on NeoAdvertising and testing of the theories of Adaptive Branding, thought it would be cool to propose the use of Adaptive Branding and NeoAdvertising to the Obama White House. Just walk up and say, " So? What'dya think?" That was last week. a. Pulling 20 of the best ideas on change they can find on change.gov, b. Posting them daily at http://whitehouseofficeofcreativeaffairs.wordpress.com , c. Archiving them at a linked blog with a more appropriate template at http://ocaarchive.wordpress.com c. Mixing and matching the selected ideas into working assets for achieving the stated agendas of the Obama White House, d. Developing a means of audience-testing these assets in real-time, real-world situations. A campaign just developed to assure the audience that the letter of the law will be followed in dealing with the financial crisis. At least by government employees that are still alive. We created a novel way of showcasing the diligence of one unique IRS agent. If you can call being "Un-Dead" You can see the beginnings at http://vampirebanksters.wordpress.com. e. A 100 post Twitter campaign getting people to follow our actions here on MadAve so we can increase our circulation. f. More than 1200 mentions of the madisonavenew.com URL on the Obama Administration Transition Team web forums at change.gov, g. Creation of The Future Safe Fund as a funding mechanism for the critical work being done by IAPIA, Development of the campaign strategy and theme we will deploy on any site that will have it to drive ideas to http://whitehouseofficeofcreativeaffairs.wordpress.com and change.gov. The banner is above. All of this since you were here last. Next week who knows?
Think Hard. .
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