Comments on: Everybody is talking about the demise of advertising agencies. But are we seeing the demise of brands? http://gadromann.com/archives/23 Experiments In Thinking About Media And Communications Sat, 31 Jul 2010 07:05:30 +0000 http://wordpress.org/?v=2.7 hourly 1 By: Kevin Cain http://gadromann.com/archives/23/comment-page-1#comment-7 Kevin Cain Mon, 26 Jan 2009 02:31:19 +0000 http://gadromann.com/?p=23#comment-7 Gad,<br>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. <br><br>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).<br><br>Your insights are great, and I hope to have the opportunity to meet you at the Wake Forest Marketing Summit in February. 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.

]]> By: Everybody is talking about the demise of advertising agencies. But are we seeing the demise of brands? http://gadromann.com/archives/23/comment-page-1#comment-4 Everybody is talking about the demise of advertising agencies. But are we seeing the demise of brands? Mon, 18 Aug 2008 11:25:07 +0000 http://gadromann.com/?p=23#comment-4 [...] Trashing the Maddox Lawn wrote an interesting post today onHere’s a quick excerptIf you happen to know the way in which it is going, you can safely place your bets. … Further, this past March, there were over eleven billion videos viewed by online visitors…. [...] [...] Trashing the Maddox Lawn wrote an interesting post today onHere’s a quick excerptIf you happen to know the way in which it is going, you can safely place your bets. … Further, this past March, there were over eleven billion videos viewed by online visitors…. [...]

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