October 1, 2012
They cautioned me not to touch her for fear she’d melt. What’s an outdoor writer doing in an ice castle?
Sharpening my creative writing skills! As a member of the OWAA (Outdoor Writers Association of America) I was attending their annual convention. It was held at Chena Hot Springs, about an hour and a half from Fairbanks, Alaska. They have an ice castle on the grounds which is where Venus resides. Pretty cool.
OWAA members are more than just writers. They’re broadcasters, photographers, outdoor industry experts and more. And there’s one thing they all have in common: They’re passionate about the outdoors. If you’re passionate about the outdoors visit their site. Then you’ll see what inspired me to launch myadventures.com.
Ad shops beginning to feel like commodities? What ever happened to the importance of ideas?
In a recent Adweek article by Andrew McMains he raises the point that ideas are being treated like commodities as brands search for marketing communications assistance.
“Rather, the main criteria are efficiencies, price and resources, according to participants. In other words, the single biggest differentiator among agencies—the ideas they conjure to build brands—won’t drive the decision. No wonder (ad) shops feel like commodities these days.” Creative Commodities. A great article. Read it. Remember, ideas drive messaging, not media.
And while we’re on the topic of message importance I’d like to share this comment from Mike Einstein on “Reach”.
In a recent Advertising Age article (Sept. 3) titled FACEBOOK, OTHERS SHOULD LOOK BEYOND TRADITIONAL RATING, REACH METRICS. Mike shares this thought with the readers. “Let’s get this straight, once and for all…Reach is an audience measurement not a supply-side metric, yet an entire generation of media executives now misconstrues and manipulates its true meaning to impart false value to impressions in the media supply.
Case in point: Facebook can crow all day long about its 900 million users, but I defy any one of those 900 million to describe an ad they encountered on Facebook that actually ‘reached’ them. The sober reality is that ads across all media channels have become trees that fall in the forest when no one is around to hear them.”