And, in other news: The following article just came out from The New York Times. Insteading of singing Happy Birthday, let's listen to a rapping cat, shall we?
How Rap Cat Made It Into This Headline [excerpts]
As old ad agencies try to get a grip on their future, the new guerrilla ad guys think they’ve got it all figured out.
By Bryant Urstadt
Published Jul 9, 2007
"Their numbers relate directly to the rise of a true boom in Internet ad spending, as corporations retune their strategies in a once-in-a-generation way. The Internet currently represents a little more than 6 percent of a $149.6 billion ad market, and it’s the only fast-growing sector of an otherwise shrinking business, going up 20 to 30 percent annually in the U.S. and faster abroad. Moreover, the field is wide open..."
"Jason Deland, a partner at Anomaly, yet another new small shop in Soho, collects quotes about the current disarray in advertising. One of his favorites is from A. G. Lafley, the CEO of Procter & Gamble, year after year one of the biggest buyers of advertising in the United States: “We need a new model. It does not exist. No one else has one yet. But we need to get going now.” (Bob Garfield, who writes a column for Advertising Age and co-hosts NPR’s “On the Media,” calls this “the chaos scenario.”) DeLand’s other quotes veer deep into the fog of adspeak, but their message is the same: The ad world is a forest on fire, and these shops are a bit like those mushrooms that pop up after the inferno.
The telltale numbers run in the papers almost every day, or on Google, if that’s where you get your news. Television is in retreat. For those who do continue to endure TV, digital video recorders are killing ads. NBC, admitting its model was in distress, announced in October that it would cut its news and programming budget by $750 million and 700 jobs. Budweiser, Pepsi, and other big marketers, anxiously watching that audience drain away, have started what are essentially their own television channels online, providing their own programs for their own customers. Newspaper ad revenues and circulation are similarly riding an alpine slide.
For marketers, all this amounts to the disappearance of a readily available mass audience. The Internet audience is far more fragmented, picking content in nearly random ways, and the barriers to creation have dropped as well. You could be a kid with a guitar or a team at a 12,000-person agency, and you have about the same chances of mass success on YouTube. The odds might even be slightly in favor of the kid with the guitar, especially if he could play like funtwo, who has racked up 23 million views for his version of Pachelbel’s Canon."
Hmmm, interesting. I did wonder where ideas like the ones for the Simpson Movie promotion (note the Simpsonized version of moi above :o ) and the horribly scary Burger King King came from...But then again, I think the California Raisins had a similar affect on me as a child.
Anyway, I digress. Read the entire article here.
How Rap Cat Made It Into This Headline [excerpts]
As old ad agencies try to get a grip on their future, the new guerrilla ad guys think they’ve got it all figured out.
By Bryant Urstadt
Published Jul 9, 2007
"Their numbers relate directly to the rise of a true boom in Internet ad spending, as corporations retune their strategies in a once-in-a-generation way. The Internet currently represents a little more than 6 percent of a $149.6 billion ad market, and it’s the only fast-growing sector of an otherwise shrinking business, going up 20 to 30 percent annually in the U.S. and faster abroad. Moreover, the field is wide open..."
"Jason Deland, a partner at Anomaly, yet another new small shop in Soho, collects quotes about the current disarray in advertising. One of his favorites is from A. G. Lafley, the CEO of Procter & Gamble, year after year one of the biggest buyers of advertising in the United States: “We need a new model. It does not exist. No one else has one yet. But we need to get going now.” (Bob Garfield, who writes a column for Advertising Age and co-hosts NPR’s “On the Media,” calls this “the chaos scenario.”) DeLand’s other quotes veer deep into the fog of adspeak, but their message is the same: The ad world is a forest on fire, and these shops are a bit like those mushrooms that pop up after the inferno.
The telltale numbers run in the papers almost every day, or on Google, if that’s where you get your news. Television is in retreat. For those who do continue to endure TV, digital video recorders are killing ads. NBC, admitting its model was in distress, announced in October that it would cut its news and programming budget by $750 million and 700 jobs. Budweiser, Pepsi, and other big marketers, anxiously watching that audience drain away, have started what are essentially their own television channels online, providing their own programs for their own customers. Newspaper ad revenues and circulation are similarly riding an alpine slide.
For marketers, all this amounts to the disappearance of a readily available mass audience. The Internet audience is far more fragmented, picking content in nearly random ways, and the barriers to creation have dropped as well. You could be a kid with a guitar or a team at a 12,000-person agency, and you have about the same chances of mass success on YouTube. The odds might even be slightly in favor of the kid with the guitar, especially if he could play like funtwo, who has racked up 23 million views for his version of Pachelbel’s Canon."
Hmmm, interesting. I did wonder where ideas like the ones for the Simpson Movie promotion (note the Simpsonized version of moi above :o ) and the horribly scary Burger King King came from...But then again, I think the California Raisins had a similar affect on me as a child.
Anyway, I digress. Read the entire article here.
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