.comment-link {margin-left:.6em;} Making Sense: e-Digest of Brand Thinking

Wednesday, May 25, 2005

Can Ad Agencies Really Change Their Spots?

According to Stuart Elliot in the New York Times, GE wants more from their ad agency than conventional :30 spots. That request hit their ad agency, BBDO, a little below the belt.

Despite the internet and the creative opportunities it presents, most ad agencies still feel comfortable only thinking in 30-second increments. But BBDO was up to the challenge. Its solution was to create an online "seed" that sprouts and can be emailed to others. I'm sorry, but I can't see that getting investors excited.

By the way, to accomplish this great advertising feat, BBDO didn't really change their thinking. They just replaced their most senior creative leader with the guy who created the online BMW Films.

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