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MORE STORIES Advisor: Rove Warrior The Bushes: Family Dynasty Klein: Benneton Ad Presidency More Stories...
...radio and online advertising in the U.S. But industry experts say that outlays for alternative campaigns are growing rapidly--and that Madison Avenue has little choice but to seek new ways to push products. After tightening their belts during the recession, clients are increasingly wondering what exactly their hefty ad budgets are getting them and "demanding greater accountability," as Steve Moynihan, managing director of ArnoldMPG, puts it. "Advertising is only one part of the communications mix and not the whole arsenal," says Seth Matlins, who runs marketing for Hollywood talent agency Creative Artists Agency, which helped land Coke a high...
Critics say stealth marketing is tinkering with our minds. Jeffrey Chester, executive director of the Center for Digital Democracy, dubs the phenomenon the "brand washing of America." Many ad-industry executives are worried that it could all too easily backfire, making consumers even more wary. "I'm against any form of deception," says Keith Reinhard, chairman of DDB Worldwide. "In the end, it's bad business...
That may be a stretch, but there's no denying that the major ad holding companies are having to justify the value of their creative work as never before. They are already hedging their bets, setting up or funding alternative shops in New York City or Los Angeles with such hip monikers as Brand Buzz, Renegade Marketing Group and Interference Inc. Al Ries, a veteran marketing strategist and co-author of the just-published book The Fall of Advertising & the Rise of PR (Harper Business), says the reason is simple: traditional advertising has lost most of its credibility. "Anything...
...FUNNY BUSINESS DURING THE AD BREAK...