Not All There

Communispace and Ogilvy/Chicago conducted a joint study entitled “Eyes Wide Open Wallet Half Shut” on the post-recession consumer. Here’s a teaser:

As the industry continues to make sense of the effects the recession has and will have on Americans, brands and marketers must tap into the newly emerging consumer mindset in order to remain relevant and connect with a consumer that is much more deliberate in her decisions.
Another truth that’s not in the study: people aren’t just short on cash, they’re short on attention. We could argue all day about which is worse for the ad industry and the brands we support, but the reality is it’s a double whammy–people are woefully short on attention and cash.
Let me ask you, how many of you have reached out to a colleague, friend or family member recently and heard nothing at all in return? Oddly, it happens all the time now, and we just shrug it off like it’s no big thing, but it is a big thing. Once upon a time, like say 10 years ago, it would have been bad form to not return a call or email. It’s still bad form, but it’s also commonplace.



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.