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 at Bonehook in Portland, Oregon.