Anyone who’s paying attention to business these days realizes that the times are changing. Businesses are under increasing pressure to do more with less as budgets shrink and business leaders look for ways to maximize profits. They’re changing business models and repositioning their priorities in an effort to adapt to the times. Those that don’t will eventually fail. We’re seeing this change across the board, and the advertising industry is no different.
The new agency model looks much different than the old. Whereas before ad shops just cranked out ads and nothing else, smaller, more nimble shops that cater to the “whole brand” are staking their claim. Anomaly, an agency based on in New York, follows this client-centric model. Here’s an article from CNN money that explains.
In the news lately is the recent launch of NYC’s new campaign, “This is New York City,” which is being used to highlight the many different facets of the Big Apple. It marks the official burial of of “I Love New York,” a campaign that is going on its 30th year.
The campaign, developed by BBH, give me a little bit of satisfaction. As many of you may know, Jaymus developed the This is Atlanta campaign for Brand Atlanta in Spring of 2007. The campaign did extremely well with focus groups and showed much promise. However, because of political reasons, Brand Atlanta chose Lattimer Moffitt’s “City Lights, Southern Nights.”
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Let Web 3.0 commence.
Last Thursday, Google launched its much-anticipated OpenSocial, a programming standard for Social Networks, initially including sites such as Ning.com, LinkedIn, and Orkut (Google’s new Social Network site). You can see the homepage here. This new standard is a major leap forward for web development because it allows sites that were once autonomous to share the same API (Application Programming Interface). In de-geekified terms, sites that use Google’s new technology will share a common language that can be used to implement features and advances across websites and networks that share the OpenSocial standard. This is a smart marketing move on Google’s part to begin to muscle in on the social networking arena.
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Brand Atlanta announced their new tagline at an Atlanta Conventions and Visitor’s Bureau on Oct. 18th. The new tagline “City Lights, Southern Nights” will replace the old, lackluster “Everyday is an Opening Day” slogan in an effort to revive a campaign that has struggled since its inception in 2005. According to the Atlanta Business Chronicle article, Brand Atlanta will use the new tagline to target yuppies and empty nesters nationwide, as well as families a short drive from Atlanta.
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