Bob Greenberg

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The hottest advertising topic of the day is digital ad privacy. Mark Zuckerberg brought his suit to Washington last week to answer questions about privacy before Congress and now those interested understand they can turn privacy settings on. Where and how to do it may be a bit of a slog, but at least they know.

Privacy and data analytics are important. Ish. Errant misuse of that data for illegal means is a matter for the law.  That is important. But that’s not advertising.

For ad girls and guys, what’s more important to the business is the state of digital creative. It’s horrendous.  The worst form of offline ad craft I refer to as “We’re Here” advertising; basically, it tells consumers what you sell and where to buy. The worst form of digital advertising is “Click Here” advertising; it does the same thing but with less effort.  The digital ad footprint is expanding in terms of pixels and load but the real estate is still small. Therefore, the creative is ghostly poor. It’s hard to even characterize as creative. Congress should call Bob Greenberg to the mic and ask about that.

Poor digital creative is doing more to hurt the ad business than cookies, opt-outs and database junkies ever will.

Make privacy settings easier to access. Put bad guys behind bars. And fix the damn digital creative.

Peace.

 

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RGA and the Platform.

bob greenberg

Yesterday I attended a talk by Bob Greenberg, CEO of RGA and his right hand man Barry Wacksman as part of Advertising Week in NYC. The preso was entitled “The Way Forward,” an up to speed on digital marketing.

Messrs. Greenberg and Wacksman are both very smart men and have done some serious selling – especially for Nike – but I’m not sure anything they shared was seminal. These gentleman suggested the way forward was via online “platforms.” Campaigns come and go, they offered, which I completely agree with. Bridging ecommerce with an online experience that collapses steps to a sale is a good idea. And I agree using the web in a participatory fashion to further affinity for a brand, increase loyalty and/or promote or entertainment is a terrific use of marketing dollars. But if to believe Mr. Greenberg and Wacksman, one might come away thinking the platform is more important than all else. Nay, I say. Nay.

Brand strategy is the driver of marketing success. Campaigns, platforms, media are all tactics used to deliver the strategy. Unless a marketer has a tight brand strategy the world wide web and all these commercial platforms will turn into an online Levittowns; a bunch of houses all looking alike, with a few build-outs on the corners.

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