Abandon Hope All Yea Who Enter Advertising Agencies!

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Game Playing and Marketing Games Offer You a Unique Way to Entertain -- and Sell at the Same Time!
By: Paul Ashby | 25/06/2008 | International Marketing
Games allow Brands to become engaging, interactive and entertaining -- thereby providing something of value in exchange for attention. Brands such as Persil, Birds Eye and Quaker Oats have relied on game playing to create narratives that consumers want to be a part of. In the process, they've done more than just break through the clutter, or better position themselves in consumer's minds.

The Poor Old Clients Have Nothing at the Moment!
By: Paul Ashby | 18/06/2008 | International Marketing
Few advertisers harbour doubts as to the desirability of accountability. Andrew Jung, Kellogg's senior director for advertising probably spoke for the majority of his peers when he told a recent conference: "Without change I don't know how long television can be sustainable [for advertising]."

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Engaging in conversations with relevant markets (Interacting) will become an important source of knowledge and innovation, the quality of this market intelligence has already (and will do so more in the future) proved to be more accurate than research and will determine market share.

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Why this shift from the creative and artistic towards a more scientific approach to the marketing function? Simply put to become more accountable, that which passes for accountability in the current marketing environment is, to say the least, highly unsatisfactory.

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By: Paul Ashby | 04/06/2008 | International Marketing
Advertising people don’t understand the real world, they don’t understand the meaning of the word “communication”, and with the decision to split the creative role and the media role, there has been a proliferation of “experts” who still don’t understand communication.

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The sad fact is that within the advertising industry the old (bad) way is invariably the comfortable option for most advertising people. New ideas have to be imposed or they will never be implemented. Bottom-up reform is as plausible as bottom-up rain.

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The nagging dichotomy between advertising form, function and price on traditional TV and on the Internet is in the process of rendering a new hybrid standard to extend across all media platforms.

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As some of his recent pronouncements will serve to confirm. He was quoted as saying that London and New York were no longer the creative centers of the advertising world. So what?