Comments on: Death Of Advertising, Birth Of Collaboration? http://www.psfk.com/2009/07/death-of-advertising-birth-of-collaboration.html Good Ideas Report Tue, 16 Mar 2010 20:28:38 -0700 http://wordpress.org/?v=2.8.4 hourly 1 By: Brand Dynamics http://www.psfk.com/2009/07/death-of-advertising-birth-of-collaboration.html/comment-page-1#comment-260696 Brand Dynamics Fri, 31 Jul 2009 06:00:54 +0000 http://www.psfk.com/2009/07/death-of-advertising-birth-of-collaboration.html#comment-260696 Advertising is proving less and less effective when trying to reach increasingly fragmented markets. I term this style of marketing unidirectional, in that it originates from the brand and attempts to disrupt potential consumers in their day to day activities. Marketing through collaborative networks is what i term omnidirectional and instead of attempting to disrupt consumers is an act of influence between consumers where the transactional message is a based on a number of motivators, sharing, collaboration, reputation etc. But the interesting idea is that it isn't an act of direct disruption, it's done because typically it benefits both parties in some degree. This is a radical transformation of how a brand can communicate, by using the power of the network to communicate the brand message instead of random and fragmented attempts to do the same via traditional unidirectional means. Twitter me at @BrandDynamics for more insights Advertising is proving less and less effective when trying to reach increasingly fragmented markets. I term this style of marketing unidirectional, in that it originates from the brand and attempts to disrupt potential consumers in their day to day activities. Marketing through collaborative networks is what i term omnidirectional and instead of attempting to disrupt consumers is an act of influence between consumers where the transactional message is a based on a number of motivators, sharing, collaboration, reputation etc. But the interesting idea is that it isn’t an act of direct disruption, it’s done because typically it benefits both parties in some degree. This is a radical transformation of how a brand can communicate, by using the power of the network to communicate the brand message instead of random and fragmented attempts to do the same via traditional unidirectional means. Twitter me at @BrandDynamics for more insights

]]> By: Floyd Hayes http://www.psfk.com/2009/07/death-of-advertising-birth-of-collaboration.html/comment-page-1#comment-260595 Floyd Hayes Thu, 30 Jul 2009 18:43:29 +0000 http://www.psfk.com/2009/07/death-of-advertising-birth-of-collaboration.html#comment-260595 @ Baby-son, that is marketing directors and CDs having a big wank over their egos. @ Baby-son, that is marketing directors and CDs having a big wank over their egos.

]]> By: Baby-son http://www.psfk.com/2009/07/death-of-advertising-birth-of-collaboration.html/comment-page-1#comment-260590 Baby-son Thu, 30 Jul 2009 18:19:46 +0000 http://www.psfk.com/2009/07/death-of-advertising-birth-of-collaboration.html#comment-260590 if traditional advertising is dead, what's all that crap in Times Square? if traditional advertising is dead, what’s all that crap in Times Square?

]]> By: Chris Allison http://www.psfk.com/2009/07/death-of-advertising-birth-of-collaboration.html/comment-page-1#comment-260569 Chris Allison Thu, 30 Jul 2009 17:08:30 +0000 http://www.psfk.com/2009/07/death-of-advertising-birth-of-collaboration.html#comment-260569 Definitely a train of thought worth coming back to periodically. I used to work with a web startup, centsports.com, before taking a job at an interactive agency. Centsports never spent money on advertising or marketing while I was there and its traffic grew to be quite substantial before I left. Definitely a train of thought worth coming back to periodically. I used to work with a web startup, centsports.com, before taking a job at an interactive agency. Centsports never spent money on advertising or marketing while I was there and its traffic grew to be quite substantial before I left.

]]> By: Floyd Hayes http://www.psfk.com/2009/07/death-of-advertising-birth-of-collaboration.html/comment-page-1#comment-260557 Floyd Hayes Thu, 30 Jul 2009 15:57:50 +0000 http://www.psfk.com/2009/07/death-of-advertising-birth-of-collaboration.html#comment-260557 I couldn't agree more with you Conn. It amazes me how the BDA's have so much trouble thinking outside of their tv boxes and simply don't "get it" and are extremely "fascist" in their approach to comms. Not all of them, I'm fortunate to work with some fantastic teams at the big agencies (I'm looking at BBH here amongst others). I couldn’t agree more with you Conn.

It amazes me how the BDA’s have so much trouble thinking outside of their tv boxes and simply don’t “get it” and are extremely “fascist” in their approach to comms.

Not all of them, I’m fortunate to work with some fantastic teams at the big agencies (I’m looking at BBH here amongst others).

]]> By: conn fishburn http://www.psfk.com/2009/07/death-of-advertising-birth-of-collaboration.html/comment-page-1#comment-260552 conn fishburn Thu, 30 Jul 2009 15:41:26 +0000 http://www.psfk.com/2009/07/death-of-advertising-birth-of-collaboration.html#comment-260552 @floyd re: anomaly - they are actually showing a way forward that uses creativity more broadly than is normally applied. the reason so many ad agencies are becoming increasingly irrelevant is they only play in their ad sized sandbox and can be poor collaborators with other agencies or other disciplines. i think the point of anomaly's quote is to say, "we're not assuming advertising is the answer, and we can help you figure out a multiple of business and brand building methods" anyway, the big secret the advertising world has yet to realize is that it's not about making ads but rather creating meaningful and lasting connections with people in broader culture. and that many of the ways of doing this aren't native to madison avenue. @floyd re: anomaly – they are actually showing a way forward that uses creativity more broadly than is normally applied. the reason so many ad agencies are becoming increasingly irrelevant is they only play in their ad sized sandbox and can be poor collaborators with other agencies or other disciplines. i think the point of anomaly’s quote is to say, “we’re not assuming advertising is the answer, and we can help you figure out a multiple of business and brand building methods”

anyway, the big secret the advertising world has yet to realize is that it’s not about making ads but rather creating meaningful and lasting connections with people in broader culture. and that many of the ways of doing this aren’t native to madison avenue.

]]> By: Steven Overman http://www.psfk.com/2009/07/death-of-advertising-birth-of-collaboration.html/comment-page-1#comment-260551 Steven Overman Thu, 30 Jul 2009 15:37:14 +0000 http://www.psfk.com/2009/07/death-of-advertising-birth-of-collaboration.html#comment-260551 Anomaly are certainly worth watching. Though it's also worth noting that everyone featured on their website spent time in leadership positions in leading advertising agencies, and that they make a point of celebrating that in their bios. Good for them (and the rest of us) for shaking up the conversation. It will be interesting to see whether apples actually can fall from trees. Anomaly are certainly worth watching. Though it’s also worth noting that everyone featured on their website spent time in leadership positions in leading advertising agencies, and that they make a point of celebrating that in their bios. Good for them (and the rest of us) for shaking up the conversation. It will be interesting to see whether apples actually can fall from trees.

]]> By: Floyd Hayes http://www.psfk.com/2009/07/death-of-advertising-birth-of-collaboration.html/comment-page-1#comment-260546 Floyd Hayes Thu, 30 Jul 2009 15:10:50 +0000 http://www.psfk.com/2009/07/death-of-advertising-birth-of-collaboration.html#comment-260546 Interesting thoughts. I'm a big fan of Anomaly, I like the people I meet from there and also respect their work. As far as I'm aware, they do make money from traditional advertising - for example their Umbro projects. By making statements such as, " they don’t spend a penny on advertising the companies they create" aren't they shooting themselves in the foot a little? If I was a client, my first question would be, "then why should we spend money on advertising with you?" As a side note, I always smile when I see Guerrilla companies advertise in trade press. Can't be very good guerrilla marketers can they? I'm thinking of SVA advertising their Guerrilla marketing module on the subways by way of example :) Interesting thoughts.

I’m a big fan of Anomaly, I like the people I meet from there and also respect their work.

As far as I’m aware, they do make money from traditional advertising – for example their Umbro projects. By making statements such as, ” they don’t spend a penny on advertising the companies they create” aren’t they shooting themselves in the foot a little?

If I was a client, my first question would be, “then why should we spend money on advertising with you?”

As a side note, I always smile when I see Guerrilla companies advertise in trade press. Can’t be very good guerrilla marketers can they? I’m thinking of SVA advertising their Guerrilla marketing module on the subways by way of example :)

]]> By: DH http://www.psfk.com/2009/07/death-of-advertising-birth-of-collaboration.html/comment-page-1#comment-260543 DH Thu, 30 Jul 2009 14:59:05 +0000 http://www.psfk.com/2009/07/death-of-advertising-birth-of-collaboration.html#comment-260543 There are still costs associated with guerrilla marketing activities. The benefit of spending money on building communities are the long term relationships and reduced costs. There are still costs associated with guerrilla marketing activities. The benefit of spending money on building communities are the long term relationships and reduced costs.

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