Actions Are Louder Than Loud, Actions Are All

Gene Rebeck, Senior Editor at Twin Cities Business, spoke to the former Fallonites now known as Zeus Jones.
Here’s a bit of what he came away with:

“The marketing world is so cluttered, it’s so difficult to get people’s attention,” Adrian Ho notes. Fast-evolving interactive technology was revealing tantalizing new creative possibilities. Marketers are certainly putting “trad-ad” messages online, and this isn’t to say they don’t work. But the interactive world can also swiftly undercut those messages via brand critics, marketing-BS detectors, and unhappy, often video-posting customers.
The result: “The picture of a company is being formed much less by advertising,” Ho says. That image, he and his colleagues believe, is being shaped much more by how a company acts–how it helps people, not the clever ways it shouts at the consumer masses.

How a company acts (the media) is the message. And when it’s the agency’s job to amplify those “actions” a truth is being told. I like that.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative direction at Bonehook in Portland, Oregon.