Last year, AT&T started a guerilla-marketing project that included advertising on pizza boxes to make sure it was still in front of the consumer.
Yahoo!'s Gregory Coleman, exec VP-media and sales, said a lack of cash made for more creative projects. He told of riding to an event in a car emblazoned with the Yahoo! logo, and hearing people outside yodeling the Yahoo! name from its commercials.
Calling for a redrawing of the marketing map, Graham Bednash, managing partner of agency Michaelides & Bednash, London, said: "We've all got attention deficit disorder. Every space is filled with an ad. ... Media is still seen as a distribution tool, it's much more complex than that."
Keith Reinhard, chairman of Omnicom Group's DDB Worldwide, agreed, but stressed that new media such as games and phones should not been seen in isolation to mainstream traditional outlets. The choice, he said, is "never an `either/or,' it's an `and."' (Read more: AdAge.com QwikFIND aao80k)