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Paul pioneered the use of interaction to the advertising and Marketing community some twenty-five years ago. He has produced interactive "Events" in Australia, USA, UK, Japan and Singapore. He produced the worlds first regularly scheduled interactive gameshow on Channel 7 in Manilla, Philippines.
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No One in Advertising Appeared to Notice.These unpalatable truths contribute to the increasing problems facing advertising, like the “meaningless noise” syndrome. Together with a total lack of understanding as to the true meaning of the word “accountability”, or, for that matter “communication”. Can you Speak Fluent Gibberish? Then Advertising is the Job for You!There is no organisation in the world, which is so utterly cavalier as advertising about the capability of the people it puts into managerial positions. Appointed one day and then making big spending decisions the next. As a result they are easy prey for sharp talking media salesmen and fast-talking Management Consultants who promise to reinvent advertising or “gold-plate” its functions. Cigarettes & Advertising…ideal Bedmates!Like the discredited tobacco industry before them and also due to falling budgets (sales) they are now (and have been for some time) targeting the emerging markets in Asia Pacific, Africa and other areas. Pass Me the Chequebook…i Want to Burn a Few Millions More!Then there is the Unilever story, Dove's original campaign, developed by Ogilvy & Mather using non-professional models picked off the street was an instant success. However the commercial success of the campaign is debatable. Competitors acknowledge that "real beauty" was a brilliant idea, well-times and well-executed, but there is uncertainty over the sales statistics! Consumers are Bombarded With Advertisements…Media fragmentation has given way to unique forms of advertising. Paid editorial models have contributed to the erosion of trust between reader and publication. This proliferation of alternative advertising is causing consumers to question the authenticity of advertisers motives. Understanding Why We Need Interactive CommunicationAdditionally we have created a media society during the past 40 or 50 years, where the whole communication process has been de-humanised and depersonalised.
Together with an extraordinary reduction in interaction because conventional media together with advertising and marketing have become a one-way practice whereby information is disseminated in a passive form. Advertisers Leap…into What?However back to the present, the advertising world appears to ignore another huge inhibitor to the success of advertising on the Internet, the danger of online security. Too Much Advertising Makes You…?Now, with the advent of Web 2.0 – "Facebook", "Youtube" etc I am really becoming confused, it still hasn't been proven to me that my past advertising expenditure worked for me on commercial television at all. Now they want me to spend more money on a totally unproven and questionable medium! Marketing…it's All a Question of Trust!Northern Rock, GMTV, Mattel, Bernard Matthews and Cadbury Schweppes have all, recently, be weighed in the balance and found wanting.
Levels of trust in the West are in long-term decline – authority is something to be challenged. We Live in an Age of AlienationThe sad fact is that due to the fact that we live in an over informed society, we are now turning away from the downpour of information that is vainly trying to attract our attention.
The problem is so huge, so vast, that it is difficult to know where to start.
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