03/01/09

Apt’s links for December 31st through January 2nd

• This Is Where We Live Captures The Imagination | The Future of Ads – “Online video gives a company certain freedoms that a typical television commercial does not, including more time to dive into and build out an idea, additional content for the interested viewer that?s just a click away, and sharing functionality that the audience can use to help spread the message. Unfortunately, many companies are not yet comfortable with the tools and techniques of this new advertising channel, and they end up just trying to repurpose their television content for the online world without fully understanding the needs and desires of their new audience. Thus, it?s always refreshing to see a brand that really understands the potential of this new medium, and explores it to the fullest.” Flattering, if somewhat paraphrasical, feature on the 25th Estate project we did for 4th Estate.
• Advertising – Ad Agencies Create and Market Their Own Brands – NYTimes.com – “In fact, mrs-o.org is not for a client at all. It is an entirely new business created by the Zag division of Bartle Bogle, which the agency started to invent new brands. Mrs. O and Zag are part of a business model transformation in the advertising industry. Agencies are parlaying their expertise in marketing the brands of other companies into creating and marketing their own. “

Posted by Peter Collingridge in Links.

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