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Gad Romann

Experiments In Thinking About Media And Communication
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Everybody is talking about the demise of advertising agencies. But are we seeing the demise of brands?

Started by romann08 · 10 ヶ月 ago

Advertising agencies, especially the big holding companies, are buying up every type of communication companies just to stay in the game. And the name of the game is betting on the future. But it can be a dangerous game.
If you happen to know the way in which it is going, you can safely plac ... Continue reading »

1 comment

  • Kevin Cain

    5 ヶ月 ago

    Gad,
    I don't know if the YouTube phenomenon is as relevant to advertisers as "interactive" advertising will be in the future. If you look at those 11 billion videos viewed this past year, I'd estimate that at least 1/3rd of them are of babies laughing or pets doing something out of the ordinary. In my opinion, new advertising will have to engage the consumer.

    Before coming to Wake Forest for my MBA, I was working for a boutique marketing firm in the video game industry, and the majority of our business was predicated on building "engaging" advertisements for our clients, whether they be a full-fledged online video game or an "adopt a character" type of promotion. We built several of Ubisoft's brands by providing gamers with a fun, engagin minigame that whet their appetite for the real thing. Frito-Lay successfully ran a couple of "engagement" based campaigns (make a Doritos Superbowl commercial and "Design a Doritos video game") that, while not explicitly advertising their products, kept their company in the mind of consumers. I think that other companies would benefit from taking the consumer engagement that has been seen in the video game industry to the masses, and generating buzz around their products (since most commercials don't succeed in doing that).

    Your insights are great, and I hope to have the opportunity to meet you at the Wake Forest Marketing Summit in February.
    reply

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