Clow and Bogusky Say Nothing, Still Kings of Advertising
You know, on one hand you have to respect the likes of Lee Clow and Alex Bogusky for the successes they've had and the successes they've built in the form of their agencies but, on the other hand, for some reason when these two sit in the same room with each other to discuss the definition of advertising, advertising agency and then end up trying to define the future of film while coming to no conclusions, it leaves one, well, disappointed. Granted, a three minute video segment isn't a lot of time but if these are the best nuggets the editors were able to find, it leaves one, well, disappointed. We do, however, love how the water glasses suddenly turn into wine glasses and Lee wastes no time imbibing. But, whatever. You know, you and I would give anything to be in the positions these two hold so any complaints we may have just come off as the jealous rantings of an underachieving wannabe. So we're going to pretend we didn't say anything at all about this and simply bow down at the feet of our masters.
While he finished with "I don't really know what those models are going to be," the point Alex initially made was valid and the fact that he doesn't know the models is also valid.
We're in an age of transition. These guys are both in the old world. Steeped in it. There's a lot of work that needs to be done at an agency and with any corporate marketing manager to determine how, why and where to spend media buying dollars.
We feel that Brand Communities are the answer. And that's a new challenge for a marketing manager and a difficult transition for an established agency. Bottom line is that media buying is becoming increasingly more expansive with new media, greater segmentation, and so on.
We're working on models that will drive customers towards a Brand Community more efficiently, and I agree with Alex. There will be a lot of experimentation, review and reorganization before these models become clear. There's just too much media available to cookie cut any more, especially when traditional media does not offer the ROI when you look at the big picture and establishing a Brand Community.
Ad gurus should stop their mental masturbation, quit talking to each other and sepnd an hour with a real world human being.
Ad gurus should stop their mental masturbation, quit talking to each other and spend an hour with a real world human being.
ha! loving all the bs flying around. Look out.
Ooooh. Brand Community. Sounds new and important. Do you always capitalize it? I love that you can put any ol' word next to Brand and call it the future like that. So cool. And you have models. How fun. Are they supermodels? I always liked Dale Evans better than ROI.
This previous Alex interview had more to it than this new stuff.
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