Leo Burnett London Futures Editor Ben Hourahine thinks he has the answers to the future of advertising. Some of what he says makes sense. Some just reinforces the notion advertising will accost anything it can get its hand on. There are no easy answers but at least it's being talked about.
One thing is clear. Marketers and advertisers will never again have the power they once had. There will never again be another M*A*S*H TV moment. Fragmentation will continue to the point of individualized advertising. Advertising, itself, won't really be advertising at all. It will be an information repository people can refer to when they are interested in a particular brand or product.
A new study by Mindset Media -- the new propagandists on the block -- finds hybrid car drivers are "more creative" (78 percent more likely) and "less dogmatic" than the rest of the population.
Add to that: "more open-minded, more spontaneous, and more assured of their ability to lead others."
Mindset also sent us this profile for Hybrid car drivers. (Try not to be fooled by its similarity in appearance to the Periodic Table of the Elements -- that's what they want!)
Mindset Media recently also found that Mac users are self-centered, more likely to buy organic food and more likely to pay for music online.
Following a decrease in CPM costs some months ago, MySpace's prototypical True.com ads and Crush Calculators have been largely replaced with what looks like a pretty big ad buy by Biola University's school of international studies, which is colonizing the social network for Christ.
Is the Lord in your Top 8? Maybe he should be.
Divinity Metrics has put together a chart measuring the top 20 brands in online video. It will be updated every week. At first we were gonna compare it to the AdAge Power 150, a measuring stick for the top media and marketing blogs, but it's not really like that. It's more like the Dow Jones.
Always is running this campaign where it's printing feel-good phrases like "Have a happy period" over the wax paper on maxi pads. We didn't think much about it until we saw this letter, allegedly written to P&G by a woman gone totally apeshit over it. Her first thought upon tearing open a new pad and seeing "Have a happy period" was "Are you fucking kidding me?"
A really sunny excerpt:
FYI, unless you're some kind of sick S&M freak girl, there will never be anything "happy" about a day in which you have to jack yourself up on Motrin and Kahlua and lock yourself in your house just so you don't march down to the local Walgreen's armed with a hunting rifle and a sketchy plan to end your life in a blaze of glory.
We giggled about it.
And then it happened.
To celebrate 100 years in footwear, Converse is welding new icons to old ones in a campaign called "Connectivity."
According to Complex, "cultural heroes" like James Dean, Hunter S. Thompson and Sid Viscious will fuse feet (neat touch!) with Common, Dwyane Wade and Billie Joe Armstrong. Sort of like paper dolls.
See more here.
MarketingSherpa does this annual ad:tech survey of internet marketers: what works, what doesn't, how does social media make you feeeel (besides sticky)?
Here's a breakdown of the results, complete with charts. We'll give you a quick play-by-play.
Advertising Age says snide advertising is bad for business and society. (They also define "snide" in case you're teetering on uncertainty. Isn't that sweet?)
Having been victimized to emotional tatters by the online efforts of Jawbone, we believe it.
Swivel Media's Erik Hauser explores the interest in previously unknown music Guitar Hero can spawn as an analogy for marketers and agencies working together to create product relevancy for audiences who no longer know a particular product or to create interest in a new product.
It seems to be the mother of all challenges. It's the one that prospective clients call ad agency offices with daily - sometimes hourly when things are brisk. "How do we increase relevancy within a particular market segment, and more importantly convert that new found relevancy into sales," they often say. "How can we drive purchase and purchase consideration by our intended audience - an audience that currently doesn't even know that we exist?" Both, by the way, are very good questions that brand managers are faced with on an hourly basis.
Can you believe it? It's a shocker. An actual ad with actual old people in it! Complete with wrinkled skin and less than perfect abs. Seriously. We can't get over it. We're still in shock. And here we thought every one in the world was as hot as Obama Girl in a BarelyPolitical video. We are crushed at the thought of this new reality.
Where do we go from here? Is a wrinkled 75 year old the new twenty-something hottie? Is a flabby ass the new hot? Oh the horror of it all. It's just too much to bear! People actually get old? Everyone isn't hot forever? Who knew?