Reactive Advertising
Advertising’s creative revolution sparked by Bill Bernbach in the sixties was a paradigm shift in the industry, all over the world. Creatives seized power over the advertising from polished MBAs. Challenged the status quo. Changed how we do things. Introduced the capitalistic propaganda machinery to sense and sensibility.
Creatives took the power and turned advertising inside out. But not much has happened since then, it almost seems like we’ve gone backwards. More complex consumer behavior and increased media fragmentization has introduced accountability as the leading star for a new generation of advertising creatives. It’s a cost-per-click world. The MBAs and statisticians are taking over once more.
We just don’t buy it. Won’t take it.
With so much advertising these days cluttering our lives with meaningless messages that dumb us down, digital media presents a real opportunity to make ads that are not only extremely relevant, but also more intelligent and funny.
This is the promise made by “Reactive Advertising;” expressed simply as ads that react to the conditions of each exposure and adjust accordingly to optimize performance.
Reactive ads make exponential improvements in ad quality and is proven both in theory and in practice. It’s the start of a new creative revolution, driven by technology.
Our brave new digital world should be about bold thoughts and elegant solutions. Elegant ideas.
The great advertising man Bill Bernbach has passed away, but his spirit must remain. He once said: “Let us prove to the world that good taste, good art, and good writing can be good selling.”
In this talk we’ll show you how.
Presentation files: Reactive Advertising Presentation.pdf
comments
Good session although it bordered on a product pitch at some points. Interesting ideas however.
12:49AM Thu Oct 23, 2008
this session was more of a waste of time, than an added value... two swedish guys, who think, they are hip & cool, and just talking about themselves and what they are / have been doing, than giving hardcore give aways.
this is not a workshop, this is a sellingshop.
06:10AM Tue Oct 28, 2008
I actually thought the 'Gustav' bros were pretty cool. There was a bit of a sales pitch in there, but they at least tried to put some different approaches out there, which embrace what web 2.0 is supposed to be about.
06:59AM Fri Nov 07, 2008
Great, no non-sense presentation and service. Thanks for informative session!