The Unagency. That’s what one group is calling it. You know it as the multi-agency deal, and it’s become the new norm. Why? Marketers see the multi-agency deal as a way to maximize the special talents of a group of agencies, without paying for the services they don’t need or use: digital services from the… Read More
Tech stars: Geeks are the new celebrities
It’s official: geeks are the new class of celebrities. They now rank as high in status as athletes and moviestars as brand spokespersons. While Baby boomers may find this switch in status hard to believe, Millennials have embraced it without question. For this younger generation, a film titled, “Revenge of the Nerds” simply wouldn’t make… Read More
Is the celebrity backlash real?
As an advertiser or brand manager, you would be forgiven for wondering if using a celebrity spokesperson is more of a hindrance than an asset in 2009, what with the whole recession-chic, anti-luxe zeitgeist. So it’s not surprising to see an article in Brandweek suggesting that celebrity ad deals are dead. But let’s take a… Read More