Off the Media
XXX in Tech
Smart marketers look for opportunities that other marketers have missed. They try to take advantage of taboos or assumptions that may have hamstrung their competitors. When done right, this impulse can create something powerful or unexpected and usually yield a massive ROI.
We’ve seen it a bunch of times. Someone will use social media in some new way (Old Spice). Someone will take advantage of late night television ads in some new way (Snuggie). Someone will take advantage of celebrities or quirky news stories. (Remember GoldenPalace.com?)
Prudish and old fashioned advertisers have traditionally eschewed advertising on porn websites out of fear of tarnishing their brands or turning away more staid clientele. But with the fact that porn accounts for 30 percent of all web traffic–and advertising on porn sites is much, much cheaper than running banner ads on places like Google–a handful of pioneering companies have taken to slipping into virgin territory by placing their ads alongside videos of people banging.
The cigarette may have been replaced by a smartphone, the commercials may have given way to streaming video, and reach is now measured by retweets, but some things in advertising stay the same.
Like the Mad Men myth, Droga5’s story starts with alcohol.
Andrew Essex was the executive editor of Details magazine and was looking for advertising execs to include in the magazine’s annual power list. David Droga, worldwide creative director of mega-agency Publicis Worldwide, seemed like a good name to throw in. The two met for drinks.
Off the Media
Facebook has no patience for boobies–not even the feathered kind. The social media site reportedly took immediate action after the Christmas Island Tourism Board posted an ad for its annual Bird’n'Nature Week that read: “Some gorgeous shots here of some juvenile boobies.”
Of course, ornithologists and casual weekend bird-watchers alike know that “boobies”—besides being, you know, boobies—are also a type of goofy-looking bird found on islands and along coastlines, including on Christmas Island, a small Australian territory in the Indian Ocean.
We have a certain image of what great marketers should look like. David Ogilvy with his pipe. Don Draper with his whiskey. Alex Bogusky on the cover of Fast Company.
Of course, each of these embodied their own era in their own way. But look at the last crop of billion dollar brands, which in the last half decade rose from nothing to ubiquity: Facebook. Zappos. Airbnb. Square. Uber. Evernote. Spotify. Twitter. Dropbox.
Following the lead of his Democratic opponents, former Comptroller Bill Thompson unveiled his first television spots to supporters this morning.
The ads are meant to provide “a compelling re-introduction to him to New Yorkers,” said Mr. Thompson’s chief strategist, Jonathan Prince, in a conference call with reporters.
As Seen on TV
Here’s an interesting fact about the “rendering” of H&M billboards that were released today as part of the news that 4 Times Square is now leasing out its skyspace for 70 x 70 ft. signs: No one at Condé Nast was apparently available to comment on The Wall Street Journal‘s story.
Hedge Fund Ads
State Senator Daniel Squadron is flexing his fund-raising advantage in the public advocate’s race by making “a high six-figure buy, very high” for cable and broadcast commercials, according to a Democratic source.
The source further labeled it a “down payment” and “just the first round” of purchases for the final week before the election, suggesting there will be more.
The Securities and Exchange Commission voted yesterday to let hedge funds advertise to the general public, and hedge funders are cheering—none more so than Jonathan Hoenig.
Mr. Hoenig, an outspoken Objectivist—a follower of Ayn Rand’s philosophy—and the manager of Capitalistpig Asset Management, believes the SEC’s restrictions on hedge fund advertising were unfair.
“For 80 Read More
The 54th annual CLIO Awards ceremony, held last week, seemed to straddle some kind of line between innovation and industry nostalgia—much like the ads they were celebrating. Instead of The Waldorf Astoria, they were held at the Natural History Museum. Instead of Paul Newman, who gave the keynote speech on a recent episode of Mad Men, the ceremony was hosted by Modern Family’s Eric Stonestreet. And instead of dinner, there were hors d’oeuvres during a pre-ceremony cocktail hour.
But some things never change.
“What this night is really about is getting through these awards as fast as we can so we can all go drink again,” Mr. Stonestreet said, to cheers.