In today’s Wall Street Journal, three creative thinkers propose how the future of commercial messaging will be experienced by consumers.
Office Time is the New Prime Time
At work, employees seek news, sports scores, and entertainment news so expect to see quick-hit (:10 to :15 sec) internet ads full of rich sound and dynamic full motion video embedded into web pages. (Bob Flood, EVP and Director of National Electronic Media, Publicis Groupe’s Optimedia)
Hitching Messages to Creative Gatekeepers
Expect to see fully-integrated product placement promotions where the client is the creative gatekeeper for the programming content. Think back-to-the-future where the advertising agency will be the developer of both the program’s content and the product placement tie-ins. (Ty Montague, Co-Creative Director, Weiden+Kennedy, New York)
Think Simple. Think Stark. Be Iconic.
Break through the clutter of too many words, too many disclaimers, and too many price points by creating simple and stark iconic visuals that can work well online, in print, on TV, and on posters. Powerful iconic imagery (and sounds) come across loud and clear in cluttered brandscape. (Michael Patti, Global Creative Director, Y&R Advertising)
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