Life is Not a Two-Page Visual Solution Spread

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.

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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.