The AdPulp Twitterview: @jeffdachis

Hearing about the future of advertising is getting kind of old. Maybe it’s just oversaturated me, but that’s how it feels sometimes. So, when Jeffrey Dachis, founder of Razorfish and serial entrepreneur, tweeted about his new colleague’s Power Point above, I balked a little.
Let’s follow the TweetStream, shall we:
JD: The Future of Advertising from @armano – WTF?
DB: re: future of advertising – the interactive sandbox is a new and improved sandbox but the game remains the same
JD: Not really.
DB: naturally, i respect what you’ve built and what you do. all i’m saying is “the game” is still about communicating brand value.
JD: The process of “communicating brand value” needs to be replaced with “engaging constituents in a value exchange.”
JD: So as I said, Its not really about communicating brand value anymore
DB: “engaging constituents in a value exchange” is great, provided they are willing. are constituents not the product of persuasion?
JD: No… If you’ve listened to a constituent’s needs, you don’t need to persuade them
DB: if your starting place is constituency, more power to you. most branded propositions however, do not start from that place.
DB: this back-and-forth is good fodder for the old blahg – email me if you have more to add – – thanks
JD: Most branded propositions fail to persuade. That’s a tough place to start
Editor’s note: the exchange then went to email
JD: its not about interrupt and persuade…
its about engage, listen, and exchange value….
DB: Thanks Jeff. I agree, actually. It seems where we don’t agree is that one has replaced the other. I don’t see that. I see it all working together. Since, you used the word “constituent,” let’s think politics for a sec. You don’t get to listen to the people until you first persuade the public to become your constituents. One step, then the other.
JD: This:
1) Ask people what they want
2) Listen to them
3) Deliver that to them
4) Repeat
will replace this:
1) Tell people what you want them to hear
2) Attempt to persuade them that what you are telling them is what they want
3) Hope that when they are thinking about buying something that what you told them will resonate with them at that moment
4) Modify message until you think it is working



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.