It is always exciting to have new creative at the agency. It is particularly fun when we have work that I think is so good. This week we have launched two campaigns that I think will really break through the clutter. The first is for The Biotechnology Innovation Organization (BIO), which represents more than 100 […]Read more "New Creative from WHITE64"
Every advertiser wants a big audience. But with new media, how big is big? How many people can we really consider “a lot” – and how do we reach them? If you look back on the history of blockbuster or cliffhanger programming, nothing comes close to power of the Super Bowl. The 2016 Super Bowl […]Read more "How Big is a Big Audience?"
With the extinction of the “cliff hanger,” we live in a universe where there are simply far fewer “non DVRable” occasions. But the Super Bowl, the Grammys and the Oscars remain. And they continue to offer marketers the chance to engage consumers on a galactic scale; the payoff being the convergence of millions of eyeballs […]Read more "The Oscars the last of the “nonDVRable” events"
When does national security trump privacy and personal security? Are Apple’s concerns for their customers or for their own proprietary marketing trade secrets? Apple has ridden an incredible wave of innovation and success largely doing the opposite of what Steven Johnson talks about in his book, Where Good Ideas Come From. The premise of […]Read more "Has Apple crossed the line?"
5 million for a :30 second spot keeps the riff raff out of the game. But if you ask me, the savvy marketers took it to a new-age level this year. Second and third screen viewing has become a new normal and a new pivotal consideration for advertisers, and those who took advantage of this in execution […]Read more "New Media Wins Game at the Super Bowl"
I attended my first American Association of Advertising Agencies annual meeting in 1986 at the Greenbrier. Back then, the 4A’s conference was mostly a white bread affair with a guest list of mostly madmen holdovers. Today the conference is appropriately named Transformation, and is anything but a WASPy drink fest. What I remember about that […]Read more "The Death of the Advertising Agency Business?"
There is nothing like the power of a long form TV spot. Something that captures the imagination of the audience and keeps it. An epic or anthem as they are called in the business. Traditionally these are spots that air on the Super Bowl, Grammy’s or Academy Awards. As it is coming into that season, its […]Read more "I love a good anthem"
Sixty-nine years ago Bill Bernbach – the founder of one of the most influential advertising agencies in the world, Doyle Dane Bernbach – wrote the following resignation letter to his then-agency Grey Advertising. Bernbach was concerned that the science of marketing was taking over creativity. Who knows what was actually going on in 1947 at Grey, […]Read more "Bill Bernbach on the Future of Advertising"
George Allen, the famous Coach of the Washington Redskins, and his vaunted “Over the Hill Gang,” used to have a favorite saying: the future is now. Given the present convergence of media, I am not sure that the concept could ever be more true for the advertising and communications business. As marketers descend this week […]Read more "The Future is Now at CES"
And no, I am not talking about Black Friday shopping, free shipping or car dealer winter events. I am talking another epic conclusion to America’s favorite sport. Super Bowl season. For those of us who love good advertising — it truly is the most wonderful time of the year. The 2016 Super Bowl, Super Bowl […]Read more "It’s that crazy time of year again"