Re: UKNM: Creativity

[Talbot & Nagel Advertising]

Tim 


I fully agree that the net is a "different kind of animal". I drew

comparisons to traditional media because, in reality, that is what the

majority on the client side do - they have no other reference. 


Banners are the online commercials, and yes, spam is the digital

doppelganger of the flyer. But think about it from the perspective of the

un-wired businessman. To justify investing more cash in creativity - be it

for a banner, a billboard or a humble badge - it comes down to good old

fashioned return on investment. Clients understand the ROI from traditional

media. From the net...er...um...?


>How are we supposed to 'grow up' without a learning curve?


If the web is to develop as a commercial entity, those of us who are 

'wired' need to sell it to the 'un-wired', so we'd be wise to remember how

to speak their language. The learning curve for creativity is very fast -

the best web sites are testimony to this. But has that been a good enough

reason for everyone else to improve their sites. Unfortunately, and not

surprisingly, no.


To all those sweating blood dreaming up funky banners. Respect! 


Kyle

----------

>

Van: Tim Ireland <tim [dot] ivirgin [dot] net>

>

Aan: uk-netmarketingchinwag [dot] com

> Onderwerp: Re: UKNM: Creativity

> Datum: zondag 28 februari 1999 13:18

> 

> Kyle Talbot wrote:

> <snip>

> >Banners are, I'm afraid, the equivalent to flyers. Cheap, minor support

> >media in the eyes of the average business. That's why most are designed

by

> >clients, and programmed by the HTML shop on the corner.

> 

> I'm going to have to take you to task on this, sorry Kyle.

> 

> Firstly the net is a new and completely different kind of animal and

drawing

> parallels to known traditional media can only bog us down. With that

said,

> <wry grin> Spam is closer to a flyer application - banners and/or linked

> splash pages are the closest thing we have to television commercials.

> 

> Tim Hayward quoted:

> >"People are more focused about the use of the Internet.

> >They want to do what they came to do and they don't want to click on a

> >banner." (Wall Street Journal 24 Feb 99)

> 

> Exactly. This is why banner ads need to be creative to be truly

successful

> (0.5-1% is a disgraceful figure). Ray Taylor's idea gives you an

opportunity

> to explore what in-house talent may be overlooked and expand not only

your

> business, but the industry at large. How are we supposed to 'grow up'

> without a learning curve?

> 

> Tim Ireland

>

tim [dot] ivirgin [dot] net

> 

> MONDOVISION

> Freelance Copywriting

> http://business.virgin.net/tim.i/index.htm


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