August 2011
1 post
4 tags
Always On: Why The Product Is Now The Ad
(Reprinted from Modernista’s Blog.)
Some agencies steeped in decades of mainstream media may be locked in to a mode of thought in which they see their primary “product” as making ads. Of course, we all know what ads are, but I can’t resist a penchant for defining things, so here goes: It’s a compelling, memorable mini-experience in audio, print, or interactive form that interrupts the...