Want Great PR? Get Your Agencies to Share the Load
Written by Webmaster
Monday, 13 August 2007
"Jeffrey Davidoff is VP-brand marketing and communications at Whirlpool Corp" Those of us lucky enough to have a few decades of advertising and marketing behind us can say with all certainty that the foundation has shifted. Gone are the days when you could just fire off a good TV campaign and sit back to reap the benefits. And while the final decision has always been in the hands of the consumer (admit it already), ...
I recently came across a circa 1950's print advertisement for Budweiser hanging on a wall in a Jersey Shore (Avalon) bar. A colored drawing of two hardy guys enjoying their Buds in a far off cave. Within the design was an encyclopedic-like paragraph that ran the entire length of the ad where there was a mention of Bud using "water that came from stalagmites for purity," etc., etc. A number of multi-syllabic words were threaded throughout the highbrow prose
Abigail Posner is the director of brand planning at DDB Worldwide's New York office: "Reason to Believe: A Meaningful Brand Purpose Not Only Attracts Consumers, It Drives Marketers". Companies for years have sought to define and communicate their brands' missions. Advertising agencies and brand consultancies, recruited to assist in this endeavor, have argued that the more meaningful the brand's purpose,
"Allen Adamson is managing director of the New York office of branding consultancy Landor Associates. Clients have included Citigroup, GE, IBM and PepsiCo. He is also the author of "BrandSimple: How the Best Brands Keep It Simple and Succeed." For all intents and purposes, the launch of Apple's revolutionary iPhone -- complete with folks lining up and even sleeping on sidewalks in anticipation -- heralded a new age of portability.
"Jeffrey Davidoff is VP-brand marketing and communications at Whirlpool Corp" Those of us lucky enough to have a few decades of advertising and marketing behind us can say with all certainty that the foundation has shifted. Gone are the days when you could just fire off a good TV campaign and sit back to reap the benefits. And while the final decision has always been in the hands of the consumer (admit it already), ...
I recently came across a circa 1950's print advertisement for Budweiser hanging on a wall in a Jersey Shore (Avalon) bar. A colored drawing of two hardy guys enjoying their Buds in a far off cave. Within the design was an encyclopedic-like paragraph that ran the entire length of the ad where there was a mention of Bud using "water that came from stalagmites for purity," etc., etc. A number of multi-syllabic words were threaded throughout the highbrow prose
Abigail Posner is the director of brand planning at DDB Worldwide's New York office: "Reason to Believe: A Meaningful Brand Purpose Not Only Attracts Consumers, It Drives Marketers". Companies for years have sought to define and communicate their brands' missions. Advertising agencies and brand consultancies, recruited to assist in this endeavor, have argued that the more meaningful the brand's purpose,
"Allen Adamson is managing director of the New York office of branding consultancy Landor Associates. Clients have included Citigroup, GE, IBM and PepsiCo. He is also the author of "BrandSimple: How the Best Brands Keep It Simple and Succeed." For all intents and purposes, the launch of Apple's revolutionary iPhone -- complete with folks lining up and even sleeping on sidewalks in anticipation -- heralded a new age of portability.
