A Must Read: Bob Garfield’s Chaos Scenario 2.0

admin — Tue, 27 Mar 2007 17:25:47 +0000

For those of us who use, produce, or work within the fringes of marketing messaging, Bob Garfield’s Advertising Age essay, Chaos Scenario 2.0, is must reading. In it he details the changing economics of advertising, the shift to direct, web, and social media, and the response– or lack thereof–from traditional ad media and agencies.

To quote one agency maven about a recent six Flags assignment: "They had a promotion for their 45th anniversary. They wanted to give
away 45,000 tickets for opening day to drive traffic. So we got a brief
to do whatever: ads, microsite, whatever. But our interactive creative
director just went off and posted it on Craigslist. Five hours later,
45,000 tickets were spoken for.

"No photo shoot. No after-shoot drinks at Shutters," he adds, with faux
regret. Then, with somewhat less irony: "Now, the trick is, how do you
get paid?"

VideoStory News » garfield

A Must Read: Bob Garfield’s Chaos Scenario 2.0