Skip to main content

21st century advertising.

When I started reading Marc Ruxin's HuffPo piece entitled "The New Creative Department" I was prepared to feel dissatisfied over not having reached yet another moving goal post that defines a next gen advertising agency.


Marc posits that what marketers need in today's media and cultural landscape is "a creative team that can manufacture content in an age where news feeds, social games, Pandora, daily deals, photo sharing, on demand or time-shifted video competes with live television, magazines, movies and radio."


I agree.  And I'm also proud to say that Barrie D'Rozario Murphy is doing this every day for its clients.  When we stand up to give our credentials presentation here's what we show:
  • Mobile games to promote United's Travel Options.  (Check them out on iTunes, they've been played nine million times and counting.)
  • Station Domination take-over to help Dell connect with hard to reach IT decision makers in D.C.
  • Social media campaign for Applied Materials' burgeoning solar division.  (Follow The Sun on Twitter @TweetFromTheSun.)
  • iPad app to help Medtronic's customer-facing employees tell the corporate story.
  • Street marketing buzz gangs to launch eBikes at Best Buy.
  • QR codes for Compellent that imbue static collateral with the sight, sound and motion of customer testimonial films.
  • SMS-enabled airport banners to show video demonstrations of United Airlines' new International First and Business Class sleeper seats, as well as a microsite to help road warriors track the roll out.
  • Viral film for the Chambers Hotel that won a Gold Lion at Cannes.
  • Documentary films to capture the vitality of Del Webb's residents.
  • Rich media to allow women to design Chamilia bracelets in the unit itself.
  • And, yes, some award-winning TV and print for all our clients.
So what's the moral of the story?  First, I'm proud to partner with Bob Barrie and Stuart D'Rozario and the creative teams they lead; second, it's been my observation that those who write how the our industry needs to change must take more time to observe what successful agencies such as Goodby, Wieden, Crispin, Anomaly, etc. are already doing; finally, let's not call it "creative content" – it's advertising.

Comments

Popular posts from this blog

What makes a premium brand premium?

I was thinking the other day about the DNA of premium brands . One thing is certain -- it's a relative idea. For example, Hyatt is not a premium brand if you're used to staying at a W or a Ritz Carlton. But if your vacations to date have been holed up in a Holiday Inn, then by all means a stay in a Hyatt is a premium experience. Another thing is certain -- a brand is considered premium only when we believe it is worth the price. And that's where we can dig deeper. Why are we willing to pay more for a product when there are others that provide the same service or function at a lesser price? I have spent a good part of my marketing career developing strategies and ideas for a wide range of  premium brands, including American Express, Sony, Callaway Golf, Hilton, Jaguar, Land Rover – even the Toyota Prius.  Through these experiences I have come to believe that a premium brand is built upon specific tangible and intangible attributes that give it a sense wort

Zen and the art of an EV roadtrip.

I remember the anxiety I had when I cut the cord and switched from Cable TV to streaming.   Could I still watch live sports? Would I get all my favorite programs? Sure enough, with YouTube TV, the answer was a resounding yes to both questions.   Now I’m cutting a new cord — the gas pump — as I take my new Mustang Mach-E on a cross-country trip.   And like the time I cut Cable TV, I'm experiencing the same questions.  Will it have the range for a long drive?  Will I waste hours recharging along the way? Well, today is Day 1 on the Mach-E's first ever long distance drive , as we say farewell to Detroit and head to La Quinta.   For those of you thinking about buying an EV, I’ll be sharing daily posts to help alleviate so-called “range anxiety.”   (Trust me, in pressing the start button this morning, I’m taking a big trust-fall to shed the comfy muscle memory of ICE vehicles.) Today’s cool feature:   The FordPass app which plans the route and most efficient charge points, then send

Super game. Dull ads

As a passionate Giants fan it is safe to say that I had a good time yesterday. But as an advertising professional I felt a bit underwhelmed by the caliber of the advertising . Many were entertaining. But few possessed that intangible Super Bowl-ness...big, pop-cultural, fun. Even fewer seemed to have anything relevant to say about the brand, such as the Planters "uni-brow" spot. I loved the Bridgestone "screaming animals" spot, but it would have been a much better spot for the Saab featured in the spot than the tires the car rode upon. As for Bud, good spots, but I've seen the dog and horse thing before. Tide's talking stain was funny, but did it have Super Bowl-ness? My fav? The Coke "balloon float" spot. It was classic Coke (for Coke Classic). Big. Entertaining. Unexpected twist. Utterly charming. And Charlie Brown finally won something. Coke is about smiles. And that spot was just that. The Audi spot that I wrote about last week liv