The
Battle For Coca-Cola
Rages
On.
Ain't
Nothing Like
The Real Thing, Maybe.
I
Don't Mean To Say
I Told You So, But...
Are
Consumers Smarter
Then We Are?.
The
Four Great Myths
Of Global Branding.
Mr
Bevis Butts Heads
At Mitsubishi
The
Best Laid Plans
Of Mice And Men.
Dare
to Be Great:
The Mad Genius of "The Matrix"
Mitsubishi's
New Marketing Boss
Out
Of The Frying Pan.
Concept Is Stronger Than Fact.
Value
Perception In A World
Gone Mad With "Cool"
The
Future of Advertising
The
Brand
The
Future of Advertising
The
Targets
The
Future of Advertising
The
Grid
The
Future of Advertising
The
Swarm
Technology
Making
The Message Meaningful
The Only Business That Matters Is The One You're In.
What
Ever Happened To The
Big Idea?
THEFUTURE OF
THE
SECRET
TO OUR SUCCESS.
The
truth is MadisonAveNew.com
has been picking up readers like a house on fire. We actually owe it
to a suite of six web marketing tools.
If you would like to know
more, give them a click. Yeah, we get a kick if you buy them.
Here they are:
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The Post Advertising Era Is Here. Finally. I wasn't even aware of it until a couple of really bright young people pulled my coat to it. "This thing you started–ranting about the piss-poor job so many ad agencies are doing with creative. Well, it's catching on like a house on fire". And then this young writer, Gabe Chouinard who worked for me for five minutes came up with the term "Post-Advertising." I knew the second I heard it, that the kid had tagged it exactly right. It's what comes AFTER the current crap we refer to as advertising that we should be focusing on. And so begining NOW, we will. |
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What does Post-Advertising look like, feel like, smell like? How will we know what is Post-Advertising when we see it? These are the small questions that clients are now looking for answers to. The big question they already know the answer to. What is Post-Advertising? Any meaningful marketing messaging that can compel the customer to begin or maintain an ongoing product relationship. Period. In other words, anything that works. |
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Hey. 137 people clicked on the AdRants Banner last week. Give them another, just for the hell of it. HW-LA Easy for you to say. -HW |
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Well,Accountability is most certainly the benchmark of the Post-Advertising Era. And Consumer Relevance is most defiantly the battle cry. Both are busily fighting for the privilege of putting the last four nails in the coffin of mass-marketing. These two prerequisites indicate that a new level of consumer intelligence gathering is close at hand. Finally, all that data being retrieved and stored by the millions of CRP programs currently deployed by every significant global enterprise, will finally come into play. Pre-Post Agencies who ignored or disregarded such critical consumer insight will now do so at their own risk. New Post Advertising Era Consultancies like MeaningfulStory, and NowMethod are breaking new ground every day. These companies are limiting their number of clients and maximizing their ways and means of outreach with sometimes startling results. What these companies have done, and what others are beginning to do, is wipe the slate clean on the old, nonproductive way of communicating with consumers. Instead of print campaigns, MeaningfulStory is producing, what they call "StealthBlogs." Blogs that "surround" certain interest categories and subtly begin to influence consumer preferences and value perceptions. "It's not flashy work," states MS Story Director Mavis Rosenfeld," but it puts our client's data to work in ways they never imagined possible.
The approach at NowMethod is also unorthodox. "We use bleeding-edge
design as our Trojan Horse," states Chief Design Officer, Angelica
Guess. " We can influence more mothers with children by giving
them a beautifully designed children's book, then running a clutter
bound TV spot on Nickelodeon. You let us in the door and we keep
the gorgeous coming." And so it is that the Era begins. Slowly at first. A few practitioners that dare to reject what has past and embrace each skill that opens the future before them. A few clients that understand what has ended, and what must begin. To chronicle the unfolding of the Post-Advertising Era, will be our mission to our readers from this point forward. To celebrate the progress being made by those who embrace the Post-Advertising Era and its practices, will be our calling. Join us. Join us in turning our backs on "Creative As Usual." Join us in demanding ideas that connect with the consumer's wants instead of insulting the consumer's intelligence. Join us in evaluating media because of what it means to the audience and not what it costs for the audience. Join us in rejecting creative for award's sake instead of creative for relevance sake. Join us in rejoicing in ways to make the effect of the message measurable as well as memorable. Join us in embracing solutions that don't look like advertising at all because people don't look at advertising at all. The Post-Advertising Era is here. Join us in our march to the future. Stay tuned.
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