"The marketing at McDonald's is informed first and foremost by ethnic insights that shape the chain's marketing to African Americans, Asians and Hispanics. Then McDonald's lays those insights over work for the general market." ======= If there was ever a case for Ethnic Agencies to be Agency Of Record, this is it. I mean, here you have McDonald's CMO touting the import of ethnic consumers and—in theory at least—by extension, ethnic agencies, ethnic media outlets. Yet still ethnic ad shops and ethnic media outlets still take a backseat to GM audiences, GM shops and GM media outlets in terms of budgets, respect etc. Business is really cut and dry: you marshal your resources by priority. If ethnic audiences were as important as McDonald's CMO says, why not open up the bidding process and allow ethnic shops to compete for AOR status? Why not make ethnic media buys on par with GM media outlets? I mean, ethnic communities are a priority, aren't they? why –DIAMOND BAR, CA

A "real tv" commercial the tweet said. And in true form, the "real" commercial sucked all the wonder out of Tillman The Wonderdog. I'm heading back to YouTube. –NEW YORK, NY

Fact of the day - New average ages of social media users: Twitter 31, Facebook 33, LinkedIn 39, MySpace 26. I'm not a mother, but it's interesting that, while this may not be the trend today - it in fact, may be the trend of tomorrow. Just ask all my 1,000 followers on Twitter. I kid, but seriously, I get all my info at the tip of my fingers. It's fast, easy, and efficient. Much like online dating ;) I suppose only time will tell where this will all go. www.uncouthgourmands.com –Bradbury, CA

Mothers trust other mothers because they've walked the walk. When a mom states her opinion on a product or service, other moms respect that opinion and take that sentiment to heart - regardless of the medium. That's not to say there aren't differences in how moms feel about the social networks. There are differences among MySpace, Facebook & Cafemom. http://www.lucidmarketing.com/reports.php?pageid=116 –Allentown, NJ

NCIS... That's why I stopped watching CSI. It got boring and I like the Israeli chick & forensics goth girl on NCIS. :) –Broomfield, CO

In summary, O ne B ig A ss M istake A merica Hope for Change in 2012. –New York, NY

New Jersey was a vote against the highest property taxes in the U.S., the nation's worst corruption, and one out of every ten adults out of a job. Billionaire Corzine had four years to fix these things and they only got worse. I would have voted for a fire hydrant over that bastid. (Please excuse the Jersey-esque angst.) First the Olympics and then NJ & Virginia. Looks like the driver of change needs a complete overhaul. –Oak Ridge, NJ

Oprah's a smart lady and well, she's kind of our idol. After all, Twitter's traffic surged 43% after Oprah tweeted for the first time. If that's not power, I don't know what it is. We're building our own lifestyle brand she's a good person to learn from. Lesson: own everything! www.uncouthgourmands.com –Bradbury, CA

It's true that agencies are getting more into the content creation sphere, and building media interfaces directly with their clients' audiences. But to say this is primarily due to contraction in print channels is missing the point. The main driver is that brands need to behave in a different, less self-entitled, way. Brands need to deliver content because they need to be more genuinely useful to their audiences. Engaging today's attention-poor consumer takes more than simply shouting messages about yourself. As a brand, it's increasingly important to demonstrate your value by giving folks something genuinely useful; free apps, games, entertainment or information. Starbucks, Dell, P&G, Walmart, McAfee are just a few of the folks jumping into the area. I have a feeling that work which has to 'earn' its own audience (rather than take it for granted) will tax many shops beyond their current skills. So keep your seatbelts fastened - that Captain says the turbulence will continue for some time yet. More thoughts here: http://tinyurl.com/yjq2b5k –New York, NY

And the interesting news yesterday regarding the SF Chronicle moving to a gloss paper daily print at a higher subscription price speaks directly to content migration. Cannot wait to see how that works out. –WILTON, CT

To build on Kevin's comment - and the clarity of Mr. Sorrell's position - I would add that the pull market is creating new service layer bundling in which publishers, networks and content portals are being forced into transition as consolidated yet unacquainted entities, who retain different or conflicting agendas and most often operate against the tide of inventory and demand. In between these layers, advertisers and consumers are redefining their relationships (or they are creating new ones), and the role of agencies is fast becoming one in which these new relationships are facilitated and nurtured. In other words, agencies have become content producers and editorial experts, not just buyers of media, creators of ad campaigns, or the orchestrators of PR stunts. Further, the good news - at least for those agencies and media companies who can adapt - is that the glut of mediocre mid-tail content on offer is calling for these relationships to formalize in the trial of new revenue models, and digital channels can afford us the opportunity to do this without too much exposure, or, allow us to fail in ways where we can recover quickly and course-correct our strategies. Known as 'gap markets', the pockets of interaction that blossom along newly formed environments within the social web are generating micro media that can be disseminated, shared... and ultimately, monetized. Funny enough, my mother spoke about these dynamics 25 years ago when she was an executive in the entertainment media business. Granted, new media had not yet show its face in the way it does now, but even back then, traditional publishers and studios were looking for ways digitize and repurpose their assets, as well as create new revenue streams. Exciting world we live in today... Gunther Sonnenfeld @goonth –Los Angeles, CA

So what? you might ask. Well that's a pretty big 'so what'. What Sorrell is saying, as a CEO with a HUGE vested interest in 'legacy media' like print, is that the whole debate our industry is engaged in, about how the print segment will evolve, how its business model will shift, the future of journalism, etc, is all very esoteric and relevant to those who may survive the cataclysm, but that the blade has already begun its downward arc (without meaning to be too dramatic about it). The simple law of supply and demand has already made the dozens of newspapers in any given city redundant. There are already far, far too many suppliers of quality content (and a lot of poor quality blog and local news sources) now proliferating -- and more come online daily. Gourmet magazine was just an early casualty. Think for a moment about the inevitable result of a simple calculation of supply and demand, of both readers and advertisers, and what it means for print-related firms in the coming 12-24 months. Then think about what it suggests about how the marketing industry is going to change, both tactically and strategically. There's going to be a much deeper evolution following the current "Social Media"/"Marketing 2.0" wave as we abandon 'push' and embrace 'pull'. Some thoughts: http://preview.tinyurl.com/change-marketing –Toronto, ON

Also, He needs to be stretched vertically. Taller, lankier, more athletic. http://www.linkedin.com/in/bretsanders –Discovery Bay, CA

Yes, perhaps the look is important, yet the setting really helps defines the character's backstory. Let's take Mickey to Extreme Sports; Skateboards, BMX, Surfing where the slang and jargon is well understood by the youth of today. This same guidance would then be extended to his look and apparel–paid placement anyone? DC shoes, Element Hoodies or tees, Cargo Shorts, etc., etc. Also, how about modern artists in the soundtrack with a driving beat and scenes cut to pace. Give the kids what they want, seek relate to and understand. http://www.linkedin.com/in/bretsanders www.canyonpointe@yahoo.com –Discovery Bay, CA

Bring him back to his roots. The 1928 Steamboat Willie was a scrappy little bastard who didn't give a shit about anybody or anything, except making music, music, music. He swungs cats by their tails and tossed them in the drink, cranked goats, knocked around baby piglets, and grabbed Minnie by the panties. And bring back the round eyes...he lost his soul when he lost the round eyes. –Toronto, ON

hmmm... tricky. I think when an opportunity like this arises, you have to be careful. We are actually in the process of recreating a logo. We've realized that when creating something new, you must maintain the identity everyone has recognized for all of the company's existence. So if there are not a whole lot of changes, that's easy. Right? Wrong. This presents somewhat of a challenge, because you want to make it noticeable enough to make people curious; but you don't want to upset them. We don't like change! Especially when it comes to our old pal, Mickey. All this said, I want to say that remaking Mickey Mouse is not an option. Perhaps, a slight modification/enhancement is. I would suggest a more modern Mickey. He is dated. Needs cooler, but SIMPLE shoes. New clothes... subtleness is key. www.scoutbrand.com @socialtweetia.com p.s. can we also note what a hot topic this is? what am I... comment 27? –Birmingham, AL

Are you crazy? –chicago & san f, CA

Are you crazy! –chicago & san f, CA

Are you crazy! –chicago & san f, CA

We live in a much more ironic world today. The new Mickey M. should be the old Bugs B. –St. Petersburg, FL

I would give Mickey more bass in his voice, make him a bit buffed, and give him a swagger. He sounds like a squeeky little girl now. I say it's time to "Man UP," Mickey! –WASHINGTON, DC

I've always seen Mickey Mouse and Sonic the Hedgehog as very similar characters, with Sonic obviously borrowing much from MM. Maybe we can borrow a little from Sonic. Give Mickey a little of that "rogue" they're looking for with a pointier muzzle, sharper and more cocky eyes, and a better stance. –ATLANTA, GA

Whatever they do, I vote for keeping him somewhat sweet & innocent so that he can appeal to the masses. There are too many smarty-pants characters out there already that are disrespectful and send the wrong messages to young audiences. My 6-year-old son loves Mickey Mouse, and I love that I can trust that nearly anything associated with Mickey will send a wholesome, respectful message. There's nothing wrong with freshening his look a bit to keep him relevant, but please don't lose the essence and innocence of all of the traditional Disney iconic characters. –VANCOUVER, WA

Makeover the way he walks? The way he talks? The way he lives??? Disney, get real... Honestly, why bother trying to make over a cartoon character that's already achieved worldwide fame? Instead, why doesn't Disney go back to its roots by focusing on making new movies that are actually worth a damn? What they need are EDGY PLOTS and not a new "edgier" Mickey Mouse. You want to fix him up? Write lines for him that mean something this day in age without killing his unique personality. –Miami, FL

I wouldn't. You don't mess with PERFECTION. –Chicago, IL

There's already a push to go back to the original, non-spokesperson Mickey. It's odd how quickly people have forgotten that Mickey originally could be kind of a jerk with a propensity for cruelty, somewhat in the vein of Bugs Bunny. THAT Mickey is starring in the upcoming Nintendo Wii title "Epic Mickey." http://gameinformer.com/mag/mickey.aspx Otherwise, the last time we saw Mickey behaving like Mickey was when Bob Hoskins was falling down the side of a skyscraper and Mickey told Bugs Bunny to hand him a spare tire in "Who Framed Roger Rabbit." http://www.youtube.com/watch?v=JGFc_w1oXt8&feature=player_embedded I think, at this point, the original vision of Mickey is more stylish, edgy and iconic than anything else. Just embrace the fact that you wouldn't want your kid holding this mouse's hand. –Oxnard, CA

First, I think any updates to this icon should be subtle. How about an update with a bit of 'timeless' applied. The hoodie, low slung pants with underwear hanging out feels very circa 2005. I would hate to see Minnie trying to rock the exposed thong fashion disaster. –SPOKANE, WA

I have a 2 year old daughter and she is just being introduced to Mickey Mouse through the Mickey Mouse Clubhouse Cartoon. She seems to like it as much as Dora the Explorer, Handy Manny or any other recent character designed to appeal to children. Small updates to his wardrobe could work but to go beyond that would be huge mistake. Parents who take their kids to Disney Land and Disney World do it for themselves as much as their children...they identify with Mickey and the other characters because they grew up with them. If Disney chooses to completely overhaul Mickey they will be turning their backs on the parents who buy the movies, toys, etc. and encourage their children to embrace Mickey. –Lake Orion, MI

Have you not checked out Epic Mickey - the new video game in the works - its a dark demented Mickey. I would leave Mickey alone - he is recognized the world over. Millions go to the parks and watch the shows - leave it be! –austin, TX

As a parent, I don't think we need another hip, mashed-up, cool, fashionista character. My daughter watches enough and sees enough between what's on Hannah Montanna, iCarly and the junk on the Cartoon Network. Let's keep someting good and clean and trustworthy. When Micky's Clubhouse is on, I know I don't have to monitor. I can trust it. Were a hip, edgy, "cool" Mickey to emerge, I would feel less comfortable. –MARIETTA, GA

I think to make this work with today's media, Mickey has to go politically correct - therefore we will have to have a Caucasian Mickey, an African American Mickey, a Hispanic Mickey, an Asian Mickey, and a gay Mickey who hang around with each other where ever they go. Of course we'll have to introduce a bevy of new pals not to leave any one out, including a handicapped Mickey (Sorry, I meant physically challenged), a midget Mickey, (jeez, I mean little person Mickey) an American Indian Mickey (the son of a casino owner,) an emo Mickey (who the others constantly encourage not to cut himself,) and most definitely an earth friendly green Al Gore Mickey. I guess we'll need an anti-smoking zealot Mickey while we're at it. The story lines are so exciting as no one ever gets in trouble, there's no arguing, they all get along amazingly swell, and when they play sports, there are no winners or losers as every game ends in a tie! Disney Life...milquetoast at its finest! It's PC Mickey, people! Welcome the the Magic Kingdom! Tommy Z • Publisher, PlanetZman The Last Great Bastion for REAL Men http://www.planetZman.com http://twitter.com/planetzman –Oak Ridge, NJ

Let's start by putting him in the public domain where he belongs. –AUSTIN, TX

Mickey was a rabbit before he became a mouse for copyright and legal issues. Maybe it's time for the rabbit to finally see the day and honor it's creator's original idea. –Montreal, QC

Mickey Mouse as a brand and as an iconic character has already proven its ability to "remake" itself (at least be re-discovered with the same awe and wonder as it was first received) by 4 or 5 subsequent generations now by my count. If the suits at Disney corporate can't figure out how to capitalize on magic like that, they don't deserve the legacy left by Disney the man. It's a slippery slope, Mr. Spector. Put down the pen and step away from the gel before someone gets hurt (specifically the generations of children yet to come). The NEW COKE is an apt warning, but, unlike a beverage, once a personality changes, you can't bring back the classic version or stuff that genie back in the bottle. Just ask Michael Jackson's former fans. –Nashville, TN

Rounder, softer, quieter. Why does everything has to be changed to be so, "loud?" Why not just keep an icon, an icon. After all, lack of change establishes it as an icon in the first place. Right Pillsbury Doe Boy? –Chicago, IL

get back to the original.... the very first drawings of mickey. do it. do it. –MERIDIAN, ID

uh oh - crowdsourcing again. –New York, NY

Why not get the guys at Coca-Cola who came up with the brilliant idea to change the formula for Coke to the NEW Coke. The plan to reinvent that icon really worked! –Keene, NH

instant reaction: I will keep Mickey Mouse intact and invent a new one may be. –London

Up-to-date youth clothing and 3D graphics, teaching environmental aspects to save the planet! Nuba-Norberto Isnenghi,SP,Brazil –SAO PAULO -SP

Three words: Disney: Hire Rodney Mason! Killer ideas, Rodney, and I can't touch them. Disney has morphed Mickey many times over the years and has always asserted the Mouse's relevance, even as other characters and icons have taken his place. My hope is that Disney will loosen its notorious death grip on Mickey by soliciting new non-Disney ideas. Maybe this will give Marvel something to do while Disney and Marvel wait for all of those existing licensing contracts to expire? Testosterone Mickey! Carol Spieckerman/ President/ newmarketbuilders http://www.nmbblog.com Twitter: @retailxpert –BENTONVILLE, AR

Audience - Millenials and Gen Z would be the audience. Essence - Smart, self-effacing, stylish, peer driven, wired and connected, mashed up - timeless Old School Steamboat Willie in techni-color with a touch of environmental green and a good scoop of Michael Phelps. Name/Handle - Change nick name to Mic or Michael and drop the Mouse in everyday conversation. Just use it in formal address. In The Know - Tight fitting, ever changing t-shirts that speak in code - short messages with double meanings. Healthy - Do push-ups and leg lift crunches to tone the pecs, triceps and abs. Wired, Connected, Listens and Responds - Non-descript smart phone with big screen always in hand or back right pocket. Complete with small head set (at least one earbud in ear at all times) to multi-task - listen to music, watch video, talk to friends and toon out. This is the epicenter for cross merchandising and promotional opportunities. Prepared for action and business - Gold shoes morph into tan, slighted muted leather work books with matching work gloves. Deflate gloves and consider fingerless for more versatility to text, game, sign language, lift weights and get busy. Cut gloves tight to free up wrist for additional gaming flexibility and to make room for a mixed assortment of rubber and weaved wrist bands. Jeans and Assets - Turn in the mom/Barack-fit pants with big buttons, for low rise, tight fit, tail hanging just over the top in back jeans. Make sure pockets have tears and shreds and the fabric weave has odd patterns that shimmer and change hues in the light. Must look faded and worn. Black Lycra underwear band hanging low, but just above low rise pants. Note, t-shirt hangs just above underwear band to accentuate it. Green fabric double buckle military belt with metal fittings. Hat - Black with Big iconic mouse head black logo with silver outline on the side. Wear it on one ear turned off center, because nobody else can do that. Hoodie - For blustery days - Black and gray stripe hoodie with oversized grey shoe strings in the hood. Big double pockets and zipper down the front that's always open to keep underwear in view. Mouse logo small on chest and just below hood/collar on back. Backpack – Black acrylic with grey and silver accents and elastic pull tight, bungee cord weave in front. 6 zippered compartments provide space for every need including padded laptop holder in back. Small mouse logo at the bottom front of the bag. Adjustable padded straps include pocket to hold smart phone. Bag always worn on one shoulder only – never two. Sideburns - Restyle sides to be bigger, more blunt shape, less point. Eyebrows - Thicken up and move down - but still keep manicured. Get some choppers - Nice and natural - not the overdone Hollywooders. Scruffy whiskers – Scruff a little, not too much like your trying to scruff. Tattoos - Back of neck and ankle. Cool and small. Change out often with secret game cheat codes. Ear Ring - Optional. Single diamond stud if absolutely necessary. Rodney Mason, CMO www.moosylvania.com www.twitter.com/rodmoose –FRISCO, TX

The irony is that Funny or Die has actually cultivated some funny stuff, while Will and Adam have hit a wall. These old dogs have no reason to learn new tricks. Fortunately for us, cats are always fun to watch! –BEVERLY HILLS, CA

I don't know if it's Tillman, but there is a skating bulldog in this spot for Armstrong flooring http://www.youtube.com/watch?v=KA1t_s9cPhY –New York, NY

There is a certain irony in the notion that sponsors are afraid to associate their brands with user-generated content, such as the infamous (and probably apocryphal) "cat vomiting on your grandmother" while those same sponsors produce professional content like this: http://www.youtube.com/watch?v=xB9fhjnJcB0 For more, read my post here: http://roberthheath.blogspot.com/search/label/%22The%20Office%22 –SAN FRANCISCO, CA

That has to be Karen Kay's dog Rocky! –PHOENIX, AZ

Saw the skateboarding dog in Santa Monica this summer. Pretty awesome. Has anybody put the dog in a produced campaign? Rich Sullivan http://redsquareagency.com http://twitter.com/redsquareagency –Mobile, AL

A quick correction: the 2-year-old in "The Landlord," was McKay's daughter, not Ferrell's. –Chicago, IL

Among product winners is www.phitenusa.com who provides titanium bracelets, necklaces, etc that many of the MLB players wear. For instance, you can see one of them dangling around Joba Chamberlain's neck. Pretty cool that a smaller company can get such global exposure. mrlauber@tuscodisplay.com –Gnadenhutten, OH

How about Jimmy "Sonny" Rollins? When you guarantee a victory and then don't deliver, does any company want that person pitching their brand. Hi, I am Jimmy "Sonny" Rollins, Gatorade is the best, I guarantee it". Also you missed Pedro, can anyone pitch any better and lose, a great competitor, he could win 20 games next year for the Yankees and if it were not for Godzilla, this entire series could be different. –New York, NY

Here's a good wager between 2 friendly competitors. Media will be on site to take the "humiliaton" photos. Stage 2 wins World Series wager with friendly competitor Alteva. Click on the release to see what we won: http://www.marketwire.com/press-release/Alteva-1066764.html –TAMPA, FL

Ryan Howard could become the Red Cross poster boy for what to do when choking. –Havertown, PA

Matsui had all of the baseball gods with him last night. Good for him considering he had fell off the map over the past couple seasons, due to injury problems. –Athol, MA

The issue of privacy will eventually disappear as the development of a quantum Internet takes hold in the coming decade. In a quantum environment, believed to be the next iteration of the Internet, the user will control what data is collected, if any, and how. This may ultimately lead to a free vs. paid search choice. Free if data is collected; Paid (by the user, NOT the advertiser)if privacy of data is the choice. Paul Benjou Industry Blog: www.MyOpenKimono.com –New York, NY

How in the world does an article about the Cadillac agency review evolve into a thread of discussion about racism and ethnic prejudice? bcrandallnyc@aol.com –East Rockaway, NY

McDonald & Little, most pessimistic, miserable agency in the world. –Toronto, ON

To Mike McDonald, I like your views. Do you have a website? I am looking for your agencies work. D. –Laval, QC

Racism in advertising is a fact of life. An ugly one, but a fact nonetheless. I have been a vendor for 15 years, working with agency producers and account people for much of that time. I have worked with, count them, 3 Black Americans. They were 2 junior producers and 1 junior account person. Oh and one Latino producer. –New York, NY

Thank you jsparks. Seriously, why does someone talk down to "white agencies" and then say decisions should not be made based on ethnicity. Good Lord, do you not see the paradox in that? Why don't you start with not calling them "White agencies." There is but one race (the human race). Some people just have different tones of skin. I am African born and I am very offended by such comments. –Atlanta, GA

I'm writing to raise objection to the allegation of racism on behalf of Cadillac and the individuals conducting the agency search. I'm not affiliated with the people conducting the search nor with any of the agencies in contention, but I've been in this business for 30 years and proudly seen very little racism after working on many national accounts and working in markets from Richmond to Memphis to LA. I feel comfortable suggesting to BlackCanseco that ethnicity is not an issue here. These people NEED to sell cars. So, winning this account will be about objective things like excellence of ideas and demonstrated results for clients...not skin color. An ethnic agency can rise to prominence and national stature just the same as The Martin Agency and McKinney did by the singular strength of their work delivering results for clients in humble places like Richmond, Virginia and Raleigh, North Carolina. And those are just two of the numerous regional shops who now rank among the "big boys" based on performance alone. I am so sick of hearing the race card played in national politics. Please. Let's allow our profession of advertising to be free from such lowly, baseless debate. –Richmond, VA

My money's on McDonald & Little! The write-in candidate. –Munich

Interesting that once again ethnic agencies weren't allowed in the pitch. Oh wait, there's the 3-5% set aside. I guess lack nd Hispanic and Asian agencies are to just sit back, wait for "the adults" to figure what to do with the "real budgets" then hope they'll throw some crumbs our way later. What if the key to a Cadillac resurgence—a brand whose sales have been anchored for generations by over-indexing black consumers—was actually waiting to be accessed by black agency? Consider: A major part the Escalade's undoing—in addition to the economy—was Cadillac's and its GM agency ignoring the import of black consumers via media and message in favor of, well... we all know. If we're honest, we all know. No need to say it. Once again we have another pitch in which agencies of color are pushed to the side despite their insights and abilities while White-owned General Market shops are treated as some sort of default standard of excellence and competence unless they themselves prove otherwise. How many times does the same group of people have to fail before this industry realizes that White agencies don't have a monopoly on good ideas or leadership? When are major brands going to wake up and open up their account reviews to all shops and let the best ideas—regardless of ethnic background or size of shop—win the business? Stupidity and myopic reign once again. Drive safe. –DIAMOND BAR, CA

The once iconic, luxury American brand, Cadillac, has become the American anti-brand: cadillack, the very symbol of our country's dismal demise into socialistic mediocrity. Americans want winners who are independent of the federal government The federal government's role is solely to protect us, not to inflict us with the sins of GM and Chrysler et al. Today's Mad Men should stand up and tell these automotive parasites to shove it. Mike McDonald Co-founder, McDonald & Little, Atlanta –Atlanta, GA

Really interesting and refreshing to see a client concentrate on something beyond category experience. Maybe a chance to see some truly never-before advertising. GM's surprising focus on luxury brand experience for Cadillac is the criterion. Not regarding the brand itself, but the "luxury brand customer", who always shops across all categories for best-in-class. Maybe we finally are becoming the consumer-centric industry we've always claimed to be. Put my money on Gotham. bcrandallnyc@aol.com –East Rockaway, NY

Leave it to GM to have the pitch in January - how thoughtful! Happy Holidays to all of the contenders! –Greenville, SC

Very interesting indeed. The good money should be on DDB, but BBH has a strong chance as well. –Lake Orion, SI

this is getting interesting. i'm going to bet on ddb. yes, i'll put 20 on ddb to win, 10 on mckinney to place and 5 on martin to show. –new york, NY

Kudos to Craig Daitch's column on spotting this. I call it "Death by Marketing Metrics: How Wal-Mart's Funeral Caskets Prove Social Media Monitoring Aren't As Sure as Death". The macabre reality needs to hit home; the relevancy and positive tonality, which were measured by social media metrics software between the twittering, bloginating and consumer ratings were mostly driven by iPhone/generation Y-Not users, who are not the target buyers of the caskets, and worse- some have used the freedom of the un-content managed web access to post fake product reviews, poking fun at Wal-Mart's virtual funeral parlor. So, pun intended, the operation was successful but the marketing patient is not quite alive? What could we learn from this marketing case study? 1. Social Media Metrics are only as good as the people that read them. What appears to be successful must be highly-scrutinized to ascertain whether the target audience matches the brand buzz. Buzz on its own is worthless unless you believe that college kids are replacing their beds with comfortable padded coffins. 2. Content Monitoring- Relying on the latest software analytics, positive tonality can be easily faked so when Wal-Mart so a spike in great product reviews by using 'word analysis' or 'positive tonality' without having a marketing agency or marketing professional actually read them, the data is simply as meaningful as a "how to win the lottery" book. 3. As Albert Einstein said "Not everything that counts can be counted and not everything that can be counted counts". And he said it before Twitter was here. Bottom line: as corporate marketers and their agencies see the strategic shift to digital media with the promise of 'more accountable & measurable media', we should heed the warning that unless we intend to ask the right questions and actually read the responses not by a computer or an offshore $2/hour analyst, it just might be us, the marketers, that would be building our own marketing casket. Gal Borenstein, Founder & CEO The Borenstein Group, Inc. www.BorensteinGroup.com –Fairfax, VA

Thank you Craig! This really brightened my day :-D –seattle, WA

DEAR FRIENDS & PARTNERS, first sorry for my english i am french of Quebec Canada , Me bilingal assitante , starting in same time to my on-line web social media for firm of advertising & publicity. T.V. web & RADIO SHOW. I SOURE SURE TO WALLMART TO ME DESMONSTATRING THE AMALGAM work true i the budget of publicity to fotr all to wallmart ,i aatend to wallmart joint my i not problem same as a dels to making for us this message i just intern or wallmart look . today i official linkendin ,angel and others start up me i starting soon my friends please posible to give me feed back RESPECTFULY JEAN-FRANCOIS GUILBERT pro-brainstars@live.fr 4 millions hits per months because 567 % roi twitter 7 millions per month .... –trois-rivieres, QU

This reminds me of the Moon Wolf tee sensation from Amazon. (http://bit.ly/1IZajh) Reviewers caused the sales of the shirt to rise 2,300%, which I don't see happening with the caskets. The shirt now serves as an ironic fashion statement- which wasn't the intention of the creator. Reviews are a tricky thing, but somehow these comedic ones gained more visibility for the brand than positive, factual ones. I'm curious to see if this helps people grow comfortable with the idea of ordering a casket for their loved ones on walmart.com. Tori Reneker www.thisisplanb.com –Chicago, IL

Wal-Mart certainly pulled off a brilliant coup--now everyone knows that Wal-Mart sells caskets. Who do you call for a funeral? A casket? Etc. Most of us don't know. Wal-Mart just stepped into that gap. Tom Walker www.simplymagazine.net –Lincoln, MA

I'm sure some self-annointed social media guru will turn this into an "ROI" story at some point... –New York, NY

Thanks for the interesting article. The only issue is that even a "solid listening strategy" like the one of Walmart doesn't guarantee to measure what is really important- consumer engagement. Information about kind of engagement can impossibly be derived from the field of web analytics. Only a deeper look into the mind of the consumer could reveal its content. Online engagement is usually driven by mixture of emotional states and rational beliefs, such as, in the case of positive engagement, sympathy, trust, pride, etc. Users might have been active commenting and rating, but as mentioned only diving deeper into what language is used about the issue, how consumers express themselves (also on external blogs and social media) can reveal the true emotional connections with Walmart's efforts. Francesco Wesel Integrated Marketing Communication www.francescowesel.com www.brandnewtimes.blogspot.com –Boston, MA

We at http://www.thoughts.com like how Walmart trusted their customers and brand so much. This prank did not lessen customer's shopping at Walmart but mostly just gave everyone a good laugh. However, people like to cause commotion and a reason why as a company, being on guard to protect it is always key. –Winter Garden, FL

I wonder why Durex appeared again, kinda old spot. –Moscow

Good beginning on the Butterfinger viral, but weak ending. –Rochester, NY

I still can't get over how good the rollerblading babies are. I laugh every time I watch it. The others are great too, but that's just one of the funniest videos I've ever seen. Always love the top ten list. Jean Levasseur www.captainsofindustry.com –Marlborough, MA

Looks good on paper. But what Ikea should be doing is absolutely the opposite: disintegrating its communication into micro-targets that are defined by their economic and social stage. Even among Hispanics, there's got to be a huge difference between a young household with not a lot of disposable income and looking to furnish their apartment and an older home with more disposable income seeking to furnish their new TV room. And never mind the "general" market, that is, all of us, from one ethnic background to another, covering all races, there have got to be dozens of different groups looking to Ikea for varying solutions, from building a kitchen to buying a couple of armchairs. Given the ability to segment these targets surgically, it would make much more sense to create dozens of different communications than to try to fit everyone into the same mold –CORAL GABLES, FL

Stan Richards drives a Bentley. Has never really owned an American car or truck. All imports. How credible is he as a voice to tell us his tank is full when his tank is foreign? –Dallas, TX

Okay, they slugged Ali and Einstein in there. Where's Gandhi?, damn it. –Los Angeles, CA

Ugh. This is such an empty shell of a spot. What a waste. My full opinion of it is here. (Warning: It doesn't get any better.) http://tinyurl.com/ygc96jl –San Francisco, CA

i love the voice, and knowing the TRG its going to get much better if the client allows them to do what they do. after all its ultimately up them.......the client. –Mountain Home, ID

I love the sound of that man's voice. –Austin, TX

My tank is full. My tank is FULL? Not once you turn the key on that pig. Fueled by optimism? If you are, you're on the side of the road waiting for a wrecker. Read the news - there is no optimism to power you. The truck works harder than its owners? Tell that to the guy with the dirty hands you show in the spot - the guy busting his butt and working two jobs to feed his kids and make the truck payments every month. Oh, yeah - you just did tell him. And he flipped you off and bought a Chevy. –Greenville, SC

Shoot me. The spot is absolutely annoying on every level, especially the V.O. –new York, NY

If TV is all that they are doing then 190 times may not be enough. Since the habits of consumers have gone so far away from the old TV watching model it is likely that they will not reach 50% of their audience even with that heavy of a schedule. DVR's alone account for nearly 75% of all HH $100k and over enabling time-shifted viewing and the methodical skipping of all commercials. Too bad their media team didn't warn them. PS They should be using radio. No DVR's, no mute button and you can't close your ears - or leave the car during a commercial break. –NEW YORK, NY

I just don't know what to say. It's wrong on so many levels. The marketing industry has over time lost respect for its role as the guardian of the relationship between a company and its customers. A practice once based in earning and protecting trust has eroded into the habit of obtaining the most promotion for the least amount of effort. Marketing no longer sees people but rather numbers and dollars. Read "The Trust Manifesto" at http://www.famefoundry.com/1085/the-trust-manifesto FFcommunicator –charlotte, NC

Gee, I beg to differ. Great spot. Best truck spot in years, probably because it's created by folks who live in legendary truck country, not wuss SUV suburbia outside the world capital of automotive mediocrity. Sure it's full of cliches but so is the star-spangled banner and pledge of allegiance. The ad glorifies the American working man and his hero truck. And the V.O. isn't some tired old guy: it's bourbon- and tobacco-seasoned, full of unalloyed integrity, hard work and can't-be-busted American attitude. It's Johnny Cash, Willie Nelson, Woodie Guthrie. Its "tank is full." If that doesn't resonate for you on several levels, at least empathically, your tank is empty. –NYC, NY

i feel compelled to rent a car from alamo. –new york, NY

It is a long road. They should give the business back to BBDO/Detroit. I hope they have a full tank of gas. They'll need it. –Troy, MI

190 times tonight in primetime??? so that would be about 15 spots per hour on every network. could be the first campaign to wearout on the first night. congrats. –bloomington, IL

Hmmm. Forget the bad writing and the cheesy message from the 70's. What is this ? A low budget "still picture manifesto type thing" meant for intern purposes to pump up depressed Chrysler employees that got mixed up with a TV ad ? Why put this on air 190 times ? So people get sick of seeing it ? So many questions... Ah wait I know what this is. It's like a recording session for a bad Rush album where everyone involved forgot to raise their hands and admit to the band: This sucks, please do something else. Come on. You sure can do better than this. And to think they flushed BBDO. Good luck guys. –Laval, QC

More money than sense, it appears. –London, ON

Looks like an early 1970's slide show full of client suck-up. Ram it where the sun doesn't shine. Mike McDonald Co-founder, McDonald & Little, Atlanta –Atlanta, GA

What a waste of marketing dollars. Sending the same message to the same sets of eyeballs over and over and over again, using expensive media placement. Now THAT is creativity...let's see if it moves metal. Highly doubtful. –Troy, MI

When the headline in Ad Age says "the new Ram spot to air 190 times tonight," it doesn't say much about the quality of the creative. And I can see why. First of all, it looks like an animatic. And secondly, it has more cliches than I've ever heard in 60 seconds. Or maybe it was 30 seconds but just felt like 60 seconds. –New York, NY

If this was written by the W+K people who work on Nike or the people at Chiat who wrote Apple's 'Think Different' campaign, it might have been good. Instead, it is trite and weak. And the announcer sounds like an old man. How this relaunches a truck brand is beyond me. And what does "My Tank is Full" mean? –Chicago, IL

So, they are airing it 190 times tonight. Just curious how much that is costing them especially with World Series spots. –Kirkwood, MO

The whole idea and approach from Kellogg was idiocy and tasteless given the H1N1 environment. How it ever made it's way through is amazing to me. In fact, why they just didn't go all late night DR and throw in additional claims of tighter abs, improved sex, and "Kaboom!"-like cleaning performance is even more shocking. Although unwritten, there are certain area borders a marketer and/or specific category should not violate. Kellogg found one. www.sagebranddirections.com www.twitter.com/brandsimple –Los Angeles, CA

"Healthy" is a FDA regulated term; "antioxidants" is not. It's not always a bandwagon that companies are jumping onto, sometimes they have legitimately healthy products and want to label them as such. It's unfortunately, at the end of the day, always up to the consumer to decide what "healthy" is in relation to what they're looking for in a food product. –Moraga, CA

Accountability is the key consideration with all food products that claim to be "healthy". Once again, companies have jumped on the bandwagon, this time "healthy", to fool people into thinking they are getting something but deliver nothing; all to increase their own downline. –Hayward, CA

I think an illustration on the box of Snap, Crackle, and Pop willfully getting vaccinated would do wonders with consumers. Tommy Z • Publisher, PlanetZman The Last Great Bastion for REAL Men http://www.planetzman.com http://www.twitter.com/planetzman –Oak Ridge, NJ

It's unconscionable these companies suggest cereals made primarily of sugar, could possibly be 'healthy food.' Seriously? And shame on the consumer who doesn't read enough to realize we're all being duped by positioning. The front of the box is advertising. The food label contains the real deal. –Nashville, TN

I think that it's fair to hold these companies accountable for what they advertise on their boxes because people really take that into consideration when making decisions for their health. It's not fair to mislead consumers into thinking something is better for them than it really is, especially in an age where nutrition is becoming more and more micromanaged by everyday people. I look forward to seeing the regulations or rules that the FDA pass. I like Rice Crispies though.. :) –Lakeland, FL

But I like Cheerios. –Athol, MA

I think there's some rather crippling issues that this ad suffers from: - I have no new incentive to visit Ask.com after watching this ad. It's told me nothing about Ask.com that makes it different from the millions of other websites that do the same thing, and in an industry where brand loyalty is immense, the promise of a "deal" just isn't exciting enough. - The women MC's voice is extremely obnoxious and the tunes don't help either. People remember annoying and as Ask.com you don't ever want to be remembered as 'that' company. - It's not funny, its not interesting, its not even effective "get your name out there" stuff; I don't ever want to watch these ads again let alone visit Ask. Rating? 3/10 –Boston, MA

It's one thing to make a commercial look like ordinary people rather than actors. That in itself is an art. This looks like the neighbor's kid used other neighbors to shoot the ad. Very amateur. The people are expressionless, verbally & visually. I�™m not convinced �œthey do, they do” want anything but maybe a check for participating in the project. –Lakeville, MN

Its bright and catchy commercial, it'll probably drive some short term traffic to the site and its good that they incorporated the user in their microsite but its a sort of "cheap" "throwaway" campaign that wont leave consumers with a lasting good opinion of Ask. After all, they'll probably google the microsite anyway. –NTB

Here's one where it isn't about the "pipes" but rather about the content... –New York, NY

Hi, I guess it's about comfortability. Just like some prefer to keep friends and business contacts separate so to some would resent this bilingual targeting. Another issue related to comfort is the 'stalker' element. People don't like their privacy being invaded and ironically on the web they value privacy. The idea that a brand knows where you've been and what you've been doing can be scary in a Big Brother way! Marketers need to find the balance between reaching consumers, respecting privacy and ROI and effectiveness. You're act of clicking through probably means this type of targeting is ultimately successful while being disturbing! Tyrone, Media Planner, Karachi http://pk.linkedin.com/in/tyronetellis –Karachi