Breaking News: Ads Are Everywhere

Well, it’s not news to us, but it is in today’s USA Today:

Companies are under more pressure than ever to deliver rosy quarterly results, and top marketing executives have less time than ever to prove their mettle. The average tenure of a chief marketing officer at a major U.S. company has declined to 23.2 months, according to search firm Spencer Stuart.
It’s no wonder they’ll sign off on increasingly bizarre ideas.
For instance, a recent promotion for the Paramount Pictures film Jackass: Number Two appears on urinal mats when the mat is hit with a stream of “number one.”
Even conservative Procter & Gamble (PG) has loosened up. It put print ads for Crest Night Effects whitening gel inside women’s restroom stalls — at eye level when the user sits down.
“Marketers are saying, ‘We must be more innovative — to zig when others zag,’ ” says Richard Notarianni, executive creative director of media at ad firm Euro RSCG.
“The industry is desperate to find clever ways to reach people, whether or not it has any legitimate value. … When someone says, ‘Let’s put advertising in bathroom stalls,’ another says ‘That’s great. It’s a captive audience.’ “

Frankly, I think the key word in that last paragraph is “desperate.”

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About Dan Goldgeier

Blogging on AdPulp since 2005, Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. In addition, he is a regular columnist for TalentZoo.com. Dan published the best of his TalentZoo.com columns in a book entitled View From The Cheap Seats: A Broader Look at Advertising, Marketing, Branding, Global Politics, Office Politics, Sexual Politics, and Getting Drunk During a Job Interview. Look for it on Amazon in paperback and e-book editions.

  • http://www.thelastretainer.com pat d’amico

    Check out the Chapter One of The Last Retainer at http://www.thelastretainer.blogspot.com. It a bitterly funny account of the rat-eat-rat world of advertising. Enjoy.