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...York's "it" vacation spot--a constant prediction over the past decade. But the Hamptons is not only famous for attracting people who try to outdo each other in opulence; it also draws people who love to complain about a place they can't stop visiting. Manhattan ad exec Neilan Tyree, 42, says the Grubman fiasco shows how unpleasant the Hamptons has become since his youthful summers. It is now, he says, like "Los Angeles without a job. Greenwich, Connecticut, on crystal meth." Of course, he will be there this weekend, but, he says, "I'm practically hyperventilating...
Gross insists that his impetus for creating GoTo wasn't ad money--it was improving searches. Too often, he says, websites are loaded with commonly sought words in order to score better on search results. (Hide the word "motherhood" 1,000 times on your site, and on some search engines you'll be No. 1.) The result: bad sites gamed their way to the top. Gross figured this kind of manipulation would be impossible if sites paid for rankings. He argues that as a rule, the sites that have the most to offer Internet users will pay the most...
Williams believes that PVI's high-tech hocus-pocus, already the target of some media watchdogs, could easily triple the ad dollars each program generates. With iPoint, the system Williams has been developing, digital set-top boxes could tailor virtual ads to individual viewers, based on their demographics and buying habits. Pizza Hut could go after Domino's customers, enticing them to click on an image to order a pie. "We can literally target individual TV sets," says Williams. He just has to hope that most people, unlike him, are still busy watching them...
...studying body language and probing decision making about everything from beer to cell phones. The hours of footage are compressed into a 30-to-40-min. narrated documentary. Then Gilding brings in specialists in fields like psychology to pick apart the video and ultimately help shape a client's ad campaign...
When Huggies hired the Discovery Group last year, Gilding and her crew spent 12 to 15 hours daily with first-time and experienced mothers. They found evidence that Huggies needed to change its ad pitch, which had long portrayed a "happy baby" headed toward a fabulous career--a diaper-clad banker, for example. "But in the late '90s there was a shift," says Gilding. "A happy baby was one that was learning about himself rather than a proposition for the future. Mothers were less interested in a 'mini-me.'" Gilding's film showed mothers enthralled as Baby discovered her toes...