Daily Archives: February 13, 2009

Why we have got online advertising so spectacularly wrong

Quick – name four fantastic, emotionally resonant, culturally significant and successful interactive advertising campaigns from the past year.

Struggling? Well, Randall Rothenberg seems to think we are, and at his excellent I, A Bee, he puts a compelling case for re-appraising how we approach online advertising, moving away from a DM obsessed search for accountability to embracing a more creatively led approach to interactive advertising. It’s a long article, but well worth the read. Something which does come up, and something that seems prevalent in a lot of recent thinking, is the incorporating of technological experts into the creative process. In short, how can you create a great online campaign, or killer piece of execution without someone with the technological nouse to understand the possibilities available involved in the creative process. The same point was made in the fascinating New York Times article, where the company’s web and coding team were moved and interspersed amongst the journalistic team forcing both to co-collaborate on projects to pretty amazing effects.

So yeah, read.

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