TV and Mobile

Abstract

IT’S AMAZING THAT FOR ALL THE ADVANCEMENTS in technology, the two most precious commodities still remain: time with a brand and attention to it. Dating back to my time as an advertising major at Florida State, I remember the professors pounding into us that our ads must not only reach the most desired demographics, but they also have to be creative enough to break through the clutter and not be missed or switched off. This is not new, and it’s still echoed today, from the halls of Madison Avenue to the awards stage in Cannes that annually recognizes the world’s most creative advertisements. The conventional wisdom is that good creative will get watched, great creative will get repeat views, and amazing creative will get shared, by word of mouth and now social networks.