If Lee Clow had to point to the one thing that he was proudest of in a long and legendary career in advertising, it would be the "Here's to the Crazy Ones" work, part of the "Think Different" campaign launched when Steve Jobs returned to Apple in 1997.
When Kay Koplovitz founded the first ad-supported cable channel, USA Network, in 1977, cable needed bundles of channels to succeed. Now, viewers are unbundling, making it "a very challenging time for advertising," she told Rance Crain prior to her induction into the Advertising Hall of Fame.
An advertiser's message needs to be seen by "the exact person to whom it's going to matter," she said. "People don't mind the advertising, but they don't want to watch the advertising that doesn't address them. It's a chaotic time [and] a fascinating time."
Kay said she's been surprised at how quickly some of the upstart streaming channels like Netflix, Amazon and Hulu have produced "high-caliber" programming. And they've foster
Consumer protection and privacy are not one-way streets, and consumers themselves need to step up to their obligations of "shared responsibility."
That's the view of recently inducted Advertising Hall of Famer Carla Michelotti, for many years the top lawyer at Leo Burnett Co., who has recently started her own consultancy.
"Privacy is certainly a looming, huge issue for the advertising industry. And for the world."
If magazine publishers removed advertising from their print editions, there would be an "uproar," but if they took away digital advertising, no one would miss it, according to Chuck Townsend, chairman of Condé Nast.
"Look, the world's moving and we've got to move along with it, and that's the toughest message in managing a company today, particularly with a 105-year history, particularly the 40 years under Si Newhouse's management of this company. You know, he really put huge value on quality content. The idea of commercial messaging being part of it wasn't something he even had to deal with; we just didn't do it."
Joe Sedelmaier is a control freak -- in the most productive way.
When he was a kid, Joe would shoot things with his 8mm camera. “You have nothing to say, but you want to say it anyhow,” the renowned TV commercial director told me prior to his recent induction into the Advertising Hall of Fame.
When he got a 16mm camera and a tape recorder, suddenly he could do it all. “You shoot the film, you photograph it,” he said. “And then you have all of the material and you cut it. And you see the process, the whole creative process from the beginning to the end. And once you have done something like this, you can’t go back. I mean, my God, that’s what it is all about.”
When Joe started in commercials h
Too many advertisers convince themselves they can reach black consumers with general advertising because they don't know "the code."
Would "positioning" be as well-known throughout the world if it had been called "the rock"?