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"Nous vivons à une époque où le superflu est notre nécessité" O. Wilde

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Lieu : Paris, France

Alex Gaudin est Planneur Stratégique dans une agence de publicité. Après des études de sociologie sur les Sounds System Techno, part travailler en Afrique du Sud pendant un an, avant de revenir s'investir en France dans le domaine culturel, à travers l'organisation de concerts pour des artistes de jazz. Travaille également pendant dix ans au sein du Montreux Jazz Festival.

17 décembre 2007

"Advertising is a tax you pay for unremarkable thinking."



Le plus que pertinent résumé de l'année publicitaire 2007, vu par Johnny Vulkan de l'agence Anomaly, c'est ici dans BusinessWeek.

Morceaux choisis par PSFK:

"This year hasn’t been a wonderful one for advertising professionals—unless your business is advertising conferences entitled “The Future of Marketing”—but 2007 will prove to have been a remarkable year for the marketing profession in general.
The best stories of well-marketed businesses and brands have come from companies that haven’t spent their money on conventional media but have adopted new approaches.
…This may well be cause for concern if you’re an advertising or media agency whose business model is predicated on clients spending lots of money on creative work, and then buying media. But it may end up being good news for the people who actually buy products and services—or those who care to think differently about what’s really needed from brands these days.
The money hasn’t disappeared; it’s just that some of it is being invested in places other than “traditional” advertising—primarily in products and services themselves. The creativity that was once the preserve of advertising has surfaced in rapidly expanding research and development departments at a new generation of creative innovation businesses
."

1 commentaires:

Anonymous Cpawam a dit...

C'est si vrai Alex. Belle trouvaille que l'on peut aussi prolonger par ceci : http://images.businessweek.com/ss/07/12/1212_ad_roundup/index_01.htm

1:42 PM  

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