I used to love Between Two Ferns... and always looked forward to new episodes... until today. If you haven't seen it yet, Zach Galifianakis interviews President Barack Obama.
Actually, I'm conflicted, because I love comedy, I write comedy and I run an online video and social media marketing agency, so I should love the idea that a web series is featuring the President of The United States.
I should also love that they're doing it for marketing purposes, because that's exactly what I do... make funny videos for brands, businesses and startups for marketing purposes.
What I don't like about the video, is that the President is blatantly schilling the Affordable Health Care Act / www.healthcare.gov (yeah, I'll give it a plug) , and they're blatantly calling attention to the fact that the President is blatantly schilling healthcare.gov, as part of the gag, as if that would somehow make it more watchable... like everyone is in on the joke.
Throw in a joke about Kenya and the President's birth certificate, to make Zach seem confrontational and legit, make the President appear to have a great sense of humor about it, give the President a few scathing lines to throw back at Zach and everyone will watch... Read more
Native Advertising is hot! Brand executives, creative agencies and publishers are running around from meeting to meeting frantically asking questions like "How do I get some? How do you use it? and What is it?"
The smartest brands and agencies are already using native advertising with exceptional results, but is it sustainable? Are we burning through a previously untapped resource that can't last? Will this sharp turn in advertising methodology destroy the ad industry as we know it?
WHAT IS NATIVE ADVERTISING?
Native advertising, which involves colorfully dressed natives from places like New Guinea, Peru and even as far off as Gilligan's Island writing, producing and placing ads, is growing in popularity for a variety of reasons.
The first and foremost reason is cost.
According to advertising expert Jonas Grumby, "with the advent of computers on the internet, natives are going toe to toe with, and even beating out, the big agencies. They bring a different perspective and a new voice to advertising. I think it's great."
No doubt Native Advertising is great, but at what cost? How can the existing ad industry compete? And are the natives themselves, often working for as little as 7 coconuts a day, actually being exploited in the process?
When you... Read more
Your creative team is assembled and you’re ready to brainstorm that big new campaign direction. A guy at the table giggles. You think he has a good a idea. He doesn’t. He just got a funny text from his buddy.
OK, moving on. Someone blurts out a current event they just saw on Twitter while two others act focused on the meeting, but keep darting their eyes at their laptops every time no one is asking them a direct question.
Somebody types something. Is she taking notes? Sending an email? Live chit chatting on the Facebook?
Sound familiar? Are you that person?
Shut it all down. Turn it all off.
I know, I know... but you’re multitasking. BS... you’re distracted. Your attention is fragmented and your team is only getting a percentage of the focus they should be getting from you.
The one thing I’ve found most beneficial for conceptualizing new PR, social media, video and digital creative strategies for the brands and startups we work with is to shut everything down - computers, iphones, iPads, Androids and everything else digital - and free our minds.
Coming up with an effective digital creative strategy is effectively problem solving. You’re starting with a goal and working backwards through... Read more