The Big Fat Marketing Blog

My new year was already ruined the other day when I read that LG Electronics is breaking a new ad campaign, conceived, developed and executed by Conde Nast. There are no external creative agencies involved, just the publisher using their connections to find a celebrity, create the ads and place them in their own publications.

Oh, and Conde Nast is doing it at cost. No creative fees.

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Check out this T-mobile viral video. Well over 1 million views in a week. Impressive. Or is it? This viral marketing masterpiece is being viewed, no doubt about that. BUT, is it selling phones/plans? You see, when you do measurable marketing it’s not about just measuring, it’s about measuring the correct things. In this case, sales. Buzz without business is typically just noise. Time will tell if this moves some phones.

Check out this T-mobile viral video. Well over 1 million views in a week. Impressive. Or is it? This viral marketing masterpiece is being viewed, no doubt about that. BUT, is it selling phones/plans? You see, when you do measurable marketing it’s not about just measuring, it’s about measuring the correct things. In this case, sales. Buzz without business is typically just noise. Time will tell if this moves some phones.

I was held up at airport security for an hour a couple of years ago because they suspected I had a serrated-edge razor blade in my backpack. Now, as a creative director, there’s no telling what might be in my bag at any given time, but i KNEW i didn’t have any razor blades (who uses razor blades anymore, besides Paulie Cicero in Goodfellas?). Turned out it was the foil wrapper from a stick of Wrigley’s Spearmint gum, which i had absent-mindedly folded into a tiny square while bored in whatever meeting I had endured that day.

I think of that story every time i open a package of Wrigley’s gum, but today I got something unexpected: a chance to win tickets to the NBA finals. And, better than a simple chew and win, this promotion puts a bounty on the heads of NBA players.

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The headline caught my eye right away: “Woman Turns Junk Mail Into Art.”

It sounded intriguing. Did it mean that direct mail had been used as part of some great conceptual art piece?

It depends on how you define art. more

The headline caught my eye right away: “Woman Turns Junk Mail Into Art.”

It sounded intriguing. Did it mean that direct mail had been used as part of some great conceptual art piece?

It depends on how you define art. more