Old School Content Developer Not Ready To Collaborate

Michael Eisner, the former Disney chief and current head of Vuguru, speaking in New York yesterday, showed little interest in bringing brands into the development process of his firm’s short-form online programming.
“I have never produced anything in my career with an audience in mind,” he said.
[People] are saying the internet is made up of 13-year-olds, so gear toward them. But I just don’t think you should. I like to make it, then figure out who to reach.”
He also had a few choice words for the excessive use of pre-roll and mid-roll ads for short-form content. “You can’t put a 30-second spot in front of a 45-second ESPN clip. We like to put our shows together in five- to seven-minute pieces. Pop-ups, overlays, some of that new stuff is interesting, but some of it is offensive.”
[via Ad Age]



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.