• About the blog

    This is the personal blog of Simon Kendrick and covers my interests in media, technology and popular culture. All opinions expressed are my own and may not be representative of past or present employers
  • Subscribe

  • Meta

  • Advertisements

Classic blog posts #4: Randall Rothenberg’s manifeso on digital advertising creativity

Unlike previous classic blog posts – transparent attempts to compensate for a lack of attention to this blog by shamelessly republishing old bookmarks (which, nevertheless, are still brilliant) – this edition is to highlight a post made a couple of days ago.

Because it is brilliant. And everyone should both read it and engage with it:

Randall Rothenberg on “A Bigger Idea”: A Manifesto on Interactive Advertising Creativity”

The article is incredibly informative and well-reasoned. Furthermore, “R2” displays a level of passion and candour that few bloggers display, particularly those that are President/CEO of a major trade body.

He names the four enemies of online branding as

  • A direct-marketing culture and tradition that devalues creativity and its long-term effect on brands
  • An interactive agency business model that disincentivizes greatness and fails to penalize mediocrity
  • An unwillingness by mainstream agencies to integrate technologists as full partners in the advertising creative team
  • Media industry values and habits that malign and depreciate our own products, and by extension our customers’

The piece contains such great quotes as:

“Attention to beauty is more the exception than the rule in a marketing-services segment (Direct Response) that prizes today’s response to today’s offer over long-term brand lift”

“What’s the biggest difference between a traditional creative agency and a new-age digital agency? Answer: Traditional creative agencies are named after human beings. Digital agencies are named after inanimate objects or nonsense words.”

“This evolution of the creative partnership [integrating technologists] is as transformational a moment as was the invention of the copywriter-art director partnership exactly 60 years ago”

“Our seller-buyer-driven culture is devaluing not just the pricing but the potency of our medium”

Go check it out now


Reblog this post [with Zemanta]

One Response

  1. […] Classic blog posts #4: Randall Rothenberg’s manifeso on digital advertising creativity (curiouslypersistent.wordpress.com) […]

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: