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Archive for December, 2015

It’s not very often I get to give advice to Dave Trott.

 

The great man taught me pretty much everything I know about advertising (yet only a fraction of what he knows).

 

He was surprised to hear me say that his way of thinking is more critical to the advertising industry now, in the digitally obsessed world, than it ever was.

 

Sure, things have changed.

 

But the basic premise of advertising has not.

 

The single most important thing: You have to get noticed.

 

If you don’t, everything is irrelevant, and a waste of money.

 

We’ve been immersed in digital and social media for over a decade now, and agencies have invested in a lot of digitally savvy individuals, many of who are not people savvy.

 

They get how tech works; they just don’t get how people work.

 

So the terminology has changed.

 

Apparently old-style is ‘interruption’ and new-style is ‘engagement’.

 

WRONG!

 

Everything we do is interruption. Everything.

 

I’m scrolling through my facebook feed and your ad interrupts me: Fuck off.

 

I’m scrolling through my instagram feed and your ad interrupts me: Fuck off.

 

I’m scrolling through my tumblr feed and your ad interrupts me: Fuck off.

 

I’m about to watch a video on youtube and your ad interrupts me: Fuck oh…wait a minute, this looks interesting, I’ll check it out, and maybe even put you on my mental shopping list.

 

Make no mistake, we are ALWAYS interrupting people.

 

Point is, we can interrupt people annoyingly, or we can interrupt people pleasantly.

 

Same as we always did.

 

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