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May 21, 2004
3 Ways to Breakthrough in the Future
Brand Autopsy: Commercial Messages of the Future??? Interesting entry on the continuing quest for bridging the gap of effectivly reaching/connecting with people in their ever changing behavior, tastes and media consumption habits. Paraphrased here: 1. Get them where they work, not just where they live (Bob Flood, Publicis) 2. Let the advertisers become the producers/or product placement = the movie (Ty Montague, Weiden+Kennedy) 3. Stay simple so that single images you create become iconic and work everywhere (Michael Patti, Y&R) It seems to me that 1 and 2 are already happening and are - depending on your POV - unfortunately inevitable. And that 3 should be happening now but few are brave enough, patient enough or instinctive enough to keep it interesting, relevant, constant, clear and simple.Posted by johnza at May 21, 2004 06:23 AM
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