We do a lot of commenting here on AdPulp about new campaigns and brand efforts. What’s interesting is, many of our topics come from other blogs, press releases, Adweek and Ad Age. That’s not an accident. Lots of brands and ad agencies are going to great lengths to get added publicity for their campaigns–and that’s as much a part of the campaign as anything else. All the elements matter now–because any piece of it could be the piece that captures a consumer’s attention.
It used to be, a “campaign” that you saw in a portfolio or in an award show annual often appeared in threes: 3 print ads. 3 radio or TV spots. The real world doesn’t work that way.
Advertising in 2009 is much more tactically based: It’s the e-mail that introduces the iPhone app that resembles the TV spot that goes with the microsite that’s announced in the press release to launch the whole thing.
There’s always something attractive and artful about a nice, uncluttered two-page spread or minute-long brand “anthem” TV spot. But the other elements of advertising are starting to do the heavy lifting–and clients know it. In this day and age, that’s what they need and seek.
It’s the subject of my new column on Talent Zoo.