UKNM: P&G FAST

[Steve Bowbrick]

Didn't see any discussion of P&G's FAST summit here (this may be because my

mind has turned to mush since my son was born. Did I tell you he's very

advanced for his age?). The summit, intended to 'kickstart the web as an ad

medium', has triggered a lot of debate in the US ad press and online.


It looks grossly flawed to me - P&G's agenda so skewed towards advertising

it explicitly excludes discussion of e-commerce, databases, non-ad

commercial models, promotions etc. etc. This is the same kind of imperial

model pursued by P&G in other media - hardly subtle. The summit spawned

four 'task forces' charged with investigating the following four areas:

advertising models; media buying; measurement and consumer acceptance.


Does P&G's intervention promise a vital boost to the medium as it did for

TV in the fifties or is it just the dead hand of an old medium?


s


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Steve Bowbrick                                      Webmedia Group

0171 292 5545                                         0468 257 570




http://www.webmedia.com/steve

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

http://www.bowbrick.com - he's very advanced for his age...