I have read your thoughts for quite some time and today you hit the issue straight on. Enough complaining has gone on... It's time to change our mindset and stop blaming the consumer and the medium. We have ALL of the needed tools (much more than our fathers or grandfathers). We need to get creative. Period. -Sanford Wilk, CEO www.entertainmentimage.com –Sanford Wilk, New York, NY

We ARE in the business of ideas.
In this cluttered media world, where consumers are bored to death with the messages and have increasing control over the 'skip button', we need out-of-the box ideas to survive.
However, it seems that creating a buzz around an outstandingly bright idea that makes people take notice, has become even more important than the message of the brand behind it. The challenge is how to be brilliant with our buzz creating ideas and still grounded to an effective brand strategy that conveys a differentiating message; how to fly high with our creativity and still be relevant to very specific segments.
We are in need of big ideas that have their freeing wings rooted in unique insights and strategic thinking. And that, in my opinion, is the exiting challenge today. –Merav Perlstein, Philadelphia, PA

"Improvise. Adapt. Overcome." - Gunnery Sgt, Thomas Highway, SO, Philly –Steve Olenski, Cherry Hill, NJ

As a designer, I can't agree with you more. We're working in a very exciting time where our ideas can be applied to anything you can dream up... even with a narrow budget. Although the web has opened doors for expanding the staple vehicles used for decades.... it still reverts back to how well thought out the idea is and not putting a cap on your creativity.Hey Marc! Keep the great topics coming!! –james Touhey, san diego, CA

As a client in a niche, sports surface construction company I find these ideas stimulating. And I have to agree with mr. Yow, at least in Mexico, media agencies are not interested in business that is not TV/outdoor/radio focused. The vendors are much more creative and receptive, and the clients turn out to be the best "integrators"-together with the creative shops.

Carlos Munoz-Mexico City –Carlos Munoz, Huixquilucan

I respectfully think Yow is not living in the here and now...media agencies of today are not "charged with finding the best buy based on numbers alone"...negotiations with media suppliers are now as much focused on IDEAS for matching the shows content to the brand's communication objectives, as they are about grinding CPM's. –John Roeger, St. Louis, MO

I agree. the world is ib the move and changing. Marketing must adapt and adopt to survive. We have been doing pizza box advertising for several years on a national basis using national brands - Dominos, Pizza Hut and Papa Johns franchisees in our clients local markets. Postage is getting way out of hand and newspaper or magazines bury your ads so bad the client can't even find them. Pizza box topper advertising give them front page full color solo advertising for pennies. Plus the ads are delivered into waiting hands. 94% of the US population eats pizza so it hits practically everyone. www.DuranAds.com for details

Vince Duran
Fresno, CA –Vince Duran, Fresno, CA

http://reader.kaywa.com/ –Damian Stephens, Cape Town

We recently launched a print to internet link system that takes prospects directly to a web page relating to the ad. In fact, using different link codes in different publications provides instant feedback on where traffic is originating from. Response to the idea from agencies has been good, but not one has pitched it to a client.
Perhaps our system creates too much of a challenge for agencies. The ad copy has to be compelling enough to incite the prospect to take the next step. Then the online info must deliver the desired call to action.
As an example, Ford could run an ad that would direct reader to an online page where they could spec out their dream vehicle. Once completed, it could be sent to the nearest dealer for a price quote, complete with various financing options. The prospect simply brings the quote to the dealer, it can be recalled onto their screen for any adjustments ... hey what just happened? A measureable result from an ad! As this is not an advertising forum, I'm not promoting our system ... a search will find us though. –Michael Bazelewick, Mississauga, ON

It goes right back to the fact that the split up of an agency into creative and media agencies is a really stupid idea. Media agencies are charged with finding the best buy based on numbers alone. Itkills off a lot bof good ideas. –CECIL YOW, SHANGHAI

Amen. –Dan Nace, St. Louis, MO

(Source: Advertising age)