Re: UKNM: Battleship JWT

[Felix Velarde]

on 25/6/00 Ray wrote:


>Depends what you mean by the ad industry, of course. The dinosaurs of the

ad

>industry (and judging by his other comments, Tim includes his own mega

>international ad empire employers in this description) are facing their

>toughest time ever, and the growth of the internet is only a small part of

>their problem. But it does present a terrific opportunity for people with

>good ad industry experience to leave and create something new and exciting

>in new media.


As one who has in the past derived amusement from advertising

agencies who tried to do as you suggest and break into new media, I'd

caution against your 'opportunity'. Seems to me that every new

communications opportunity opens up new commercial vistas; but TV

didn't replace radio, it just modified its relative position to TV.

And much as they tried, radio's impresarios rarely managed to move

across to the new medium successfully.


And that's analogous to advertising and commercial communications.

Banners sounded an easy bridge, but have (quel surprise) proven

valueless. The attempts to expand advertising to encompass new media

has by-and-large failed (as a friend of mine put it over the weekend,

"advertisers are making the wonderful web a tacky thing"). The new

media have fostered a new way of communicating. Successful commercial

communications on, say, the web bear no relation to the methods of

traditional advertising.


So we have specialists. The successful specialists started out in new

media communications. Some advertising agencies set up new media

agencies by acquisition. Those that then tried to impose advertising

methodologies (so they could understand enough to sell that to their

clients) failed, with no exceptions. But that does not render

advertising agencies dinosaurs, just proves them specialists.


Head New Media, provenance interactive design, is now part of a

communications group originally founded on traditional advertising -

but it's avowedly a collection of specialists in today's media

spaces; clustering is by discipline, not by client base or by length

of service. No-one at the ad agency pretends to understand our

discipline, nor do we opine about commercials.


Anyone who thinks they can apply old methods to new paradigms is

probably very attractive to those with old money from textile mills.

The 'opportunity' may be to watch something exciting unfold from a

healthy distance.


Have a good week


Felix


--


Felix Velarde, CEO, Head New Media     office  + 44 (0)20 7737 7579

http://www.head-newmedia.com            mobile  + 44 (0)777 557 2000



~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

 the UK's totally managed affiliate marketing solution.

 ukaffiliates.com >> the net.working

 http://www.ukaffiliates.com /

salesukaffiliates [dot] com (mailto:salesukaffiliates [dot] com)

 telephone: 020 7691 1880 / fax: 020 7691 1881

~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

  To unsubscribe or change your list settings go to

http://www.chinwag.com/uk-netmarketing or

helpchinwag [dot] com