In an effort to connect and re-connect those working within the industry and to add a bit of fun to the business like environment of ad:tech, an event called Connect LIVE, held in the East Ballroom of the Hilton Hotel, aimed to get people to open up and let others truly get to know one another.
In the center of the Ballroom was the main event - The Hotseat. Twenty-five people sat in a circle surrounding one individual who, in the Hotseat was asked, by the moderator, ad:tech Chair Susan Bratton, questions designed to cut though the preponderance of industry fluff, exaggerated research findings and over-used industry platitudes. All attendees had to wear costumes or at least a hat which, based on the low turnout, appeared to be a bit off-putting to conference goers. For those who did attend, though, it was a very enjoyable experience in that people as people were highlighted rather than people highlighting their companies which, in this day of meaningless puffery, was a welcome sight. We learned that Intelliseek's Pete Blackshaw hates his hybrid car and blogs about it. We learned that Target Marketing's Jim Sterne doesn't stare at cleavage. We learned that ad:tech Marketing Director Meredith Medland loves to dance in public.
Corny as it all may sound, it did set aside the usual formality of most conference sessions and brought together a bunch of industry people in a way that, well, just isn't normally done at most business conferences.
For added coverage of ad:tech New York's activities, session, keynotes, news and other show-related activity, ad:tech has launched ad:tech daily, an eight page printed piece which will be distributed at the show Monday, Tuesday and Wednesday. The daily can be found in and around the event area.
Opening the 2005 New York ad:tech show, ad:tech Chair Susan Bratton appeared on stage wearing a pair of wings in a nod to an event later in the day called ad:tech Connect Live, where attendees can engage in some serious interaction. Bratton told the audience this year's ad:tech is the largest yet with 8,300 people expected to attend and over 230 exhibitors vying for attendees attention.
Bratton introduced the first keynote speaker, Lexus Marketing VP Deborah Wahl-Meyer who explained Lexus' approach to marketing embraces the notion that customers are like quests in one's own home and should be treated with dignity. Wahl-Meyer acknowledge the consumer is in the driver's seat today and calls many of the shots when it comes to marketing communication. With technology like TiVo and weblogs, consumers have far more control and voice then they ever had before.
"Somebody claiming to be DeEtte wrote:
Hello - I am trying to get ahold of the blow-up dolls used in the new Diesel print campaign (the bizarre twist on the Russian nesting doll). Any idea if these can be purchased online?? http://www.zoozoom.com/magazine.aspx?type=ad&id=45
btw, it's perfect for some twisted viral or spoof. suprised no one's run with it. or have they??"
DeEtte, tell Diesel they can stuff their viral spam tactics up their ass, OK?
Yahoo has launched Yahoo Think Tank, a large, glassed-in structure in which creatives from Australia and New Zealand, between November 3 and November 17, will work on creative briefs sent in through the site. The Tank was created to explore online creative opportunities. Those whose ideas are turned into an actual campaign could win a Yahoo Big Idea Chair. We've submitted our request to help turn Adrants into the most popular advertising site in the world. We'll let you know what happens.
So if you want to commiserate with your fellow creatives, get a fly's-eye view of the creative process or just have nothing to do today, launch up the Think Tank Cam and enjoy.
Smartly not attempting to launch a podcast about the latest and greatest washing machine, Whirlpool has launched a podcast series about the American family which will "explore a range of issues affecting today's families including but not limited to parenting, education, career, health and relationships." Recent topics include life a a stay-at-home Dad, caring for an older parent, teaching values to pre-schoolers, choosing the right daycare, being blind in America, playdates (that's when kids play with each other for you non-parents and others who can't stand today's overly invented parental-speak), raising teens and tweens and Naval spouses (no, not spouses with a belly button fetish but those who are in the Navy - those military people on ships.)
Nice subject matter. Far better than listening to someone drone on about the latest agitator technology.
Following the theme of today's New York City Marathon, ad:tech hosted a party for its exhibitors at the New York Hilton giving them a selection of food and beverage alongside a racetrack adhered to the floor of on of the Hilton's function rooms. Hot dogs, pizza, ice cream and drinks were served.
Interestingly, to get to this off the beaten path function room, a trip through the exhibit hall and up an escalator was required revealing yet another exhibit hall space with about 30 more exhibitors. That, in addition to the number of exhibitors on the main floor brings this to an all time high for the show. We're told upwards of 7,500 people will attend the show this week.
In yet another confluence of unfortunate events and ill-timed ad campaigns comes this Jeep commercial that shows the vehicle emerging from the ocean after a happy, fun-filled underwater family adventure. Quick cut to KIRO YV news footage of a Jeep getting pulled out of the water after a flood. Oops.
On the heels of the muffin billboard and those Powerballs, this bit of creative for Labatt is making the rounds. It very creatively explains what can happen when a car, a billboard and too much beer are combined.
Likely not endorsed by Starbucks, or any of the other brands in this collection of body art, South Korean body artists Kim-Joon has painted some very nice looking asses with the brand iconography of Adidas, Starbucks and others. No doubt, we'll see, or have already seen, corporately branded nude models flocking to Times Square any day now.