The Advertising Issue Editorial
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The Economist is smart.
– voilet on December 27th, 2011Walmart is cheap, though.
– dave on December 27th, 2011Consumers are tight!
– kim on December 27th, 2011The awakening is awesome!
– mark on December 27th, 2011Various people all over the world get the loans from various banks, just because it is comfortable.
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Of course ad dollars are flowing out of magazines and into other places. Outdoor is huge, as is mobile. When’s the last time you saw a Car wrap? They’re becoming something advertisers are talking about.
– tony on December 2nd, 2011It’s Advertising Week in New York! Not as cool as Fashion Week perhaps, but as g-Think looks across the landscape of current advertising, this season’s designer color is definitely green. Corporations, advertisers, and marketers are literally falling over themselves to promote green agendas as they respond to the expectations of an ever-growing cohort of savvy consumers – and this is revolutionizing the face of advertising.
In this issue, we travel from Green Team founder and CEO Hugh Hough being booed off stage a decade ago to how water is being used by corporations and nonprofits alike to spearhead their social responsibility messages. In the process, g-Think examines just how many shades of that color green there can be.
In recent months, most major magazines – from Vanity Fair to Wired to that bastion of liberal global capitalism – The Economist – have belatedly celebrated the green consumer. A Fortune cover story trumpets “Wal-Mart Saves the Planet,” but few companies will receive the scrutiny Wal-Mart will face as it unveils its new image. From the position of a dedicated customer or an entrenched critic, this will be the one to watch.
Recognition of the Awakening Consumer is impacting where the ad dollars are flowing and the images that are being projected. More knowledgeable consumers mean that corporations, marketers, and advertisers must think of new ways to make the all-important connect. At the same time, new technologies are changing the pipelines through which the message flows. Out with the 30-second TV spot and in with the viral message, brand clusters, and multiplatform delivery. For their part, nonprofits are linking with corporations in new and powerful ways that, even just a few years ago, caused Hugh Hough to be booed off stage. Mutually beneficial promotion around a cause – such as clean water, children’s health, the environment, or global climate change – is now standard fare on the ad world’s menu.
The messages we’re being exposed to today demand more sophisticated evaluation. As consumers and as ad professionals, we need to place the messages projected at us in an ethical context. To this end, Green Team – the parent of g-Think – has introduced After These Messages – an interactive evaluation tool.
After These Messages is a timely innovation and a definite move in the right direction, since more and more ad industry professionals are critically evaluating messaging. Take ACT (Advertising Community Together) – a collection of key players in the worldwide communication and media field who have put together a traveling exhibition of 400 ads called “Taking Care of Our Future, Great Ads for Environmental and Social Responsibility.” This exhibition will be hosted by the Art Directors Club (www.adcglobal.org) in New York during Advertising Week. It’s bound to draw a lot of attention to the world of responsible advertising.
Hopefully, that means visionaries such as Hugh Hough can focus on the next step in this advertising revolution … bringing more accountability and an ethical context to advertising.