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Showing posts from August, 2008

Lessons on integrated marketing inside a box of Crayola Crayons

I found myself today in yet another discussion about the merits of traditional media vs. new media. I wish these terms would evaporate because we’re still trapped in a 1999 marketing dictionary. Here’s what I try to remember to keep myself sane in these conversations: If you want to make a 20 year old laugh, refer to the web as new media. Ditto for mobile. Debating the merits of new media vs. traditional media is as useful as debating television vs. print. It’s all media. What matters is knowing how, when and why you use each. Digital must be planned as part of the main course, not the side dish. Continuing the food metaphor, Burger King’s Whopper Freak-out made for a good commercial, but the true depth of the idea was found online. One couldn't exist without the other. There is no such thing as traditional media, only traditional uses of media. Is BDM’s mobile text campaign for Applied Materials “traditional” because it appears on a billboard? Of course not. Conversely,

Text message from the sun.

Folks attending the Democratic National Convention in Denver will be greeted by somebody with an important message: the sun. BD'M collaborated with Applied Materials to create a campaign to reinforce the potential of solar energy, a solution that is increasingly within our reach. Applied Materials has long been a global leader in the semiconductor business and is now applying its nanomanufacturing technologies to green-tech solutions such as solar, energy efficient glass and lighting. The DNC campaign consists of newspaper, outdoor, and a cool mobile initiative. Text SUN to 42107...the sun has something to say.

Kudos for the Ford Flex

Last month I wrote a piece for Advertising Age about what the auto industry could learn from the iPhone’s success . It sparked healthy a response, becoming one of the magazine’s top e-mailed articles that week and prompting many readers to post their opinion on, many agreeing, some not. The best “response” to date is the way Ford is launching its new Flex – a truly segment-busting car (minivan? cross-over?). With the Flex, Ford is bringing to bear many of the strategies outlined in the article. (PS: I harbor no illusion that my opinions had any influence. Having worked extensively in the car business, I know Ford’s strategies were likely in place 18 months ago.) First and foremost, Ford showed courage in green-lighting a love it or hate it design. The all too common decision is to choose safe designs that are mildly appealing to as many customers as possible (with the notable exception of the Chrysler 300). Ford chose instead to turn heads and be passionately appealing t


The team at Barrie D'Rozario Murphy has been working hard for months creating United Airlines' new brand campaign that will debut tonight on the Olympics. We're thrilled with the new campaign.  We're even more thrilled with the review our client's work received in today's  Chicago Sun Times .  Please vote.  Often.