| There were over 12,000 individuals from
| |
| | Which method(s) depends on your audience
|
| all over the place pre-registered for the
| |
| | and how you can reach them the
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| conference. The hotel was packed like I
| |
| | easiest."What impressed me, representing
|
| haven't seen it since 1999.On the first
| |
| | Main Street, was that he was not a zealot
|
| floor of the Hilton on 6th Avenue there
| |
| | for a certain solution, especially
|
| is a bar with a huge seating area of
| |
| | requiring a huge budget. His comments
|
| tables and curved couches. It doesn't
| |
| | focused rather on the importance of
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| open until 5-6 in the evening, during the
| |
| | having a big idea.Those of us who are not
|
| day people use it as a place to sit while
| |
| | particularly creative must rely on those
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| they are waiting for something or just
| |
| | who are for help with the insights that
|
| killing time. There are always 2-3 tables
| |
| | flesh out the importance of the big idea
|
| in use.During Ad:Tech every seat was
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| | and then craft the solution that will,
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| taken - attendees comparing notes and
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| | hopefully, make it a household name.But
|
| connecting with their contemporaries to
| |
| | we're skeptics - since most of these
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| discuss ideas they'd just picked up in
| |
| | experts see theirs as the solution of
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| one session or another or from a vendor
| |
| | choice, and are willing to massage our
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| in the exhibit hall. You could feel the
| |
| | big picture until it becomes a big
|
| buzz, the energy!The press/speaker/blogs
| |
| | picture that their service is uniquely
|
| room had been relocated to a room three
| |
| | suited to provide. (I'll be telling you
|
| times larger than before - a dead
| |
| | about my experiences along this line,
|
| giveaway that this was going to be
| |
| | when I spent two days in the exhibit
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| special.The event's opening keynote
| |
| | hall. But that's another story)According
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| featured the head of the organization
| |
| | to David, "When you have the big idea and
|
| Drew Ianni, Chairman, Programming,
| |
| | an open minded team to consider how to
|
| ad:tech expositions, laying out their
| |
| | make that idea relevant, the method you
|
| blueprint for the future of Ad:Tech as it
| |
| | use to get that message to the right
|
| expands its presence worldwide.As he
| |
| | people will just feel logical."Once
|
| illustrated their growth strategy he
| |
| | example of the big idea being promoted in
|
| alluded to the "bad old days" of just a
| |
| | the right way was so obvious I almost
|
| few years ago. I remember attending one
| |
| | laughed out loud. You see I had witnessed
|
| of those events - when it had been moved
| |
| | it first hand - like so many others, but
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| from a gigantic space the previous year
| |
| | because it seemed so natural I dismissed
|
| and combined with another organization in
| |
| | the creativity associated with it.Last
|
| a much smaller location and the luncheon
| |
| | weekend we had friends visiting us from
|
| could still have been held in a Manhattan
| |
| | Arizona. We met them at their Times
|
| apartment.That was on the back-end of the
| |
| | Square hotel and took them to dinner at
|
| dot com bust and conventional wisdom
| |
| | one of our favorite Italian restaurants,
|
| seemed to give Ad:Tech one more year
| |
| | Mezzogiorno, at the corner of Spring and
|
| before it would become a small part of
| |
| | Sullivan Streets in SOHO, one of the cool
|
| another industry organization. To see the
| |
| | neighborhoods in NYC everyone has heard
|
| slides describing the strides they've
| |
| | about.The streets are narrow and always
|
| taken and the plans they have in place
| |
| | bumper to bumper as the cars creep
|
| demonstrates that the original "big idea"
| |
| | between Broadway and 6th. Ave. The
|
| has come full circle. That with Ad:Tech
| |
| | occasional doubledecker bus makes the
|
| as with business and life in general it
| |
| | journey as well, just barely fitting
|
| all comes down to execution of the
| |
| | between the cars parked on both sides of
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| mission.The keynote was to be delivered
| |
| | the streets.And there are always lots of
|
| by David Lubars, Chairman and Chief
| |
| | people strolling along the sidewalks.
|
| Creative Officer, BBDO North America.I
| |
| | It's a combination thriving little mini
|
| had not taken the time to read any of the
| |
| | neighborhood, landmarked historic
|
| pre-conference materials or promotion so
| |
| | district, and tourist destination all
|
| I had no idea who the keynote speaker
| |
| | rolled into one.One merchant, it's pretty
|
| would be.When I got to my seat in the
| |
| | expensive to have your store there, came
|
| second row and saw the name and title on
| |
| | up with a novel idea for promoting their
|
| the huge screen I remembered why I always
| |
| | business during the 12-14 hours a day
|
| sit up front. It's to keep me from
| |
| | they are not open - but when people are
|
| leaving early. Sitting up front means you
| |
| | still going by their front door.So when
|
| can't sneak out. Common courtesy keeps me
| |
| | David mentioned this advertising strategy
|
| in my place. Invariably I pick up
| |
| | as an example of the big idea (for that
|
| something so I continue the
| |
| | merchant), one that did not require a
|
| practice.While Drew was telling us about
| |
| | Fortune 500 budget, being delivered in a
|
| David - that he had come from Fallon,
| |
| | way that just made sense - ah ha. I had
|
| Minneapolis "where he was responsible for
| |
| | just witnessed it. An idea was so simple,
|
| some of most memorable and out-of-the-box
| |
| | so cheap and yet so effective.You see in
|
| advertising campaigns including
| |
| | most if not all neighborhoods in the City
|
| Citibank's 'Identity Theft' series and
| |
| | when the stores and restaurants close the
|
| BMW Films" - I was looking along the row
| |
| | last person out pulls down these horribly
|
| in front of me trying to figure out which
| |
| | ugly gray metal grates over the entire
|
| one of the blue suited businessmen has
| |
| | front of the place.Over time people tape
|
| was.I was familiar with these campaigns,
| |
| | pieces of paper with their message on
|
| as a TV viewer, so I was interested to
| |
| | them, about a lost cat or an opportunity
|
| see the guy who came up with them but not
| |
| | to lose weight, or attend an event of
|
| sure how this would translate to regular
| |
| | some sort - which, when removed, leave
|
| people like us.Drew said that David had
| |
| | the corners of the papers under the tape,
|
| come to BBDO and had been charged with
| |
| | or someone with a magic marker or can of
|
| bringing a new, progressive way of
| |
| | spray paint will leave their mark. The
|
| thinking to an advertising agency once
| |
| | owners will typically do nothing, unless
|
| dubbed the "old guard". More
| |
| | it is an objectionable message, assuming
|
| interesting.But still, how would it be
| |
| | that this is the natural order of
|
| possible that someone from this huge ad
| |
| | things.What we saw as we strolled through
|
| agency, with clients who spend more on a
| |
| | the neighborhood with our out of town
|
| single campaign than our readers on Main
| |
| | friends was a merchant who, instead of
|
| Street generate in annual revenues, have
| |
| | accepting the way things have always
|
| something relevant for people like
| |
| | been, used the grate to create an
|
| us?When Drew introduced David, instead of
| |
| | effective "billboard" that cleverly
|
| the staid businessman in a dark blue suit
| |
| | introduces their store to everyone who
|
| and shiny shoes I was looking for - an
| |
| | passes by.Instead of an unbroken string
|
| energetic guy wearing Dockers, a tee
| |
| | of gray metal grates that make every
|
| shirt with a long sleeve shirt open down
| |
| | store, dry cleaner, restaurant, and shoe
|
| the front and Timberland shoes (I think I
| |
| | repair shop look alike - now in the
|
| recognized the soles) ran up the steps to
| |
| | middle of the block one stands out. As we
|
| the stage. I thought he was a audio
| |
| | walked along we saw people look and point
|
| engineer there to attach the lapel mike
| |
| | to it, one tourist took a digital photo
|
| to the staid businessman in the dark blue
| |
| | for the folks back home. The point,
|
| suit and shiny shoes.Imagine my surprise.
| |
| | everyone noticed and some will remember
|
| This was David Lubars, Chairman and Chief
| |
| | it.David's message that it's about the
|
| Creative Officer, BBDO North America.The
| |
| | idea - the delivery method will emerge
|
| stage was set up like a TV interview
| |
| | based on that - not the
|
| show. Instead of a speech this would be a
| |
| | other way round - was perfectly
|
| conversation. What happened was quite
| |
| | illustrated.Whether you work for a
|
| interesting and enlightening to, I'm
| |
| | company with seemingly unlimited
|
| sure, everyone in the room. Each of
| |
| | resources or are like the rest of us,
|
| David's comments were little ah ha's that
| |
| | it's about performance - ROI. It's not
|
| just made sense. The only thing that
| |
| | about a particular branded solution.It's
|
| threw some people was when he referred to
| |
| | about delivering the right message in the
|
| himself as "not being a Darren Stevens
| |
| | right way to the right audience at the
|
| type of advertising man."BTW: For those
| |
| | right time. A message that makes people
|
| too young to remember Darren Stevens was
| |
| | want to go out right now and get one for
|
| the character played by Dick Sargent in
| |
| | themselves!David's responses to Drew's
|
| the early 70's sitcom, "Bewitched" Darren
| |
| | well crafted questions - that seemed to
|
| and his boss Larry Tate were the
| |
| | have the wide range of the audience in
|
| prototypical gray flannel suited
| |
| | mind, set the stage for the entire event.
|
| advertising executives of the time. There
| |
| | The question was, would each subsequent
|
| are still many just like them - their
| |
| | session build on that keynote or not?
|
| tried and true tactics still work.
| |
| | Yep, the keynote was the tipping point
|
| However, it's being able to see beyond
| |
| | for the event.There were over two dozen
|
| what has worked in the past that make
| |
| | break-out sessions during the next 21/2
|
| David successful and his ability to bring
| |
| | days and we did our best to cover them.
|
| along their clients into the new world of
| |
| | The panels in each session were made up
|
| strategic brand planning in a universe
| |
| | of marque companies like CNN, AOL, and
|
| defined by short attention spans, massive
| |
| | Frito Lay as well as one person
|
| media proliferation and where the
| |
| | entrepreneurs and everything in between.
|
| consumer is increasingly in control.Drew,
| |
| | As always there were actionable
|
| using the Barbara Walter interview style,
| |
| | strategies from every quarter.We'll be
|
| sat down with David "to discuss the new
| |
| | offering observations from those break
|
| media landscape, the continued power of
| |
| | out sessions we were able to sit in on
|
| the television commercial as well as the
| |
| | over the next week or so. Be sure to join
|
| new opportunities and threats that are
| |
| | the discussion. We'd love insights and
|
| emerging thanks, in part, to new digital
| |
| | observations from you. The RSS feed link
|
| technologies, platforms and creative
| |
| | is in the Meta area of the nav bar.In
|
| tools."David's comments were reveling.
| |
| | addition we're going to do something
|
| Instead of taking the advice of his
| |
| | we've never attempted before.We're going
|
| friends, to move to LA and start his own
| |
| | to contact a select number of exhibitors
|
| interactive boutique agency he decided to
| |
| | whose products and services seem to have
|
| join BBDO in NYC - providing us our first
| |
| | relevant applications to regular
|
| ah ha - that it's not about the medium.
| |
| | companies, companies spending their own
|
| It's about the message and delivering it
| |
| | money and not shareholders money, when
|
| in the most logical way.At BBDO he would
| |
| | they develop marketing and advertising
|
| be able to work with clients to develop
| |
| | strategies.It will be interesting to see
|
| their big idea and with creative people
| |
| | who responds who doesn't - whose services
|
| with experience in every medium to work
| |
| | are for people like us and who are
|
| out the most logical way to get that
| |
| | interested in telling us about them in a
|
| message to their target audience. For him
| |
| | semi non-commercial sort of way.Stay
|
| it's not about the technology or medium
| |
| | tuned, add your comments, subscribe to
|
| it's about the message. The medium is
| |
| | the blog feed - get your trade
|
| just the vehicle.I his words, "Does it
| |
| | association to do so as well. You won't
|
| matter whether you use email marketing,
| |
| | want to miss what's coming! I guarantee
|
| forums, bulletin boards, blogs, focus
| |
| | it.Wayne Messick reports on how Main St.
|
| groups, TV ads, online videos, etc.? No.
| |
| |
|
