In Focus

Try a new course: 10 ideas for 2008

Drew Neisser
Media Planning & Buying Posted on January 02, 2008

One swing, multiple clubs

Marketers, like most duffers, tend to take a different swing with each club, resulting in inconsistent messages that fly all over the place. The need for an integrated approach to marketing is not news today, nor will it be in 2008. What will be news is the increased reliance on idea shops like Naked, Anomaly and Renegade.

J&J made headlines by hiring Naked to guide communications planning for as many as 10 of its largest brands, including baby products. These shops will be tapped to provide the big idea -- the perfect swing to reach the target regardless of the marketing discipline.

Finding the integrated idea that works across various media is more important than ever, even in a search-dominated world. A recent study by JupiterResearch shows that 39 percent of online searchers are significantly influenced by offline messaging, a fresh reminder that while it usually takes more than one club to win a match, without a consistent swing, the game is lost.

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Comments

Drew Neisser
Drew Neisser January 2, 2008 at 9:42 AM

Richard--I'm not a scientist and I can not offer concrete evidence of man-made global warming. However, it is easy to see man's negative impact on the environment--try taking a deep breath in Beijing or LA without coughing. Even if the cause of global warming is not man-made, why wouldn't we want to reduce carbon emissions, reduce oil consumption, recycle natural resources and reuse whatever we can? The political and economic advantages of reducing oil consumption alone would rationalize an aggressive "green" movement. I'm hard pressed to figure out the harm in promoting greener behavior.

Richard Bramwell
Richard Bramwell January 2, 2008 at 9:08 AM

Judging from the context of your use of the term Luddite, you have inverted its meaning.

Luddites were opposed to technological advances -mainly those associated with the textile industry. They using rationalistic arguments and misleading statistics that would have kept citizens, and especially their children, trapped in impoverished smoky cottages working with hand operated spinning wheels and looms. Children would have had no chance of a better education or of advancing their material lives and happiness.

It is the Greens that that are the Luddites, not those who recognize the falsities that abound in environmentalist arguments. E.g., *anthropogenic Global Warming is a complete Luddite fraud. Tens of thousands of scientists recognize this (http://www.oism.org/pproject/), yet are ignored by the media (and I suppose yourself). Global temperature changes have, again and again, been shown to be driven primarily by such cosmic factors as solar output, cycling orbital and axial shifts in the Earths relationship with the sun, ocean currents and cosmic radiation (which dramatically affects cloud cover). Only 2% of Greenhouse Gases are influenced by human activity, yet the Greens (the true Luddites) would have humanity curtail major aspects of technology and economics to alter a small portion of that 2%. To do so they clamor for a reduction in productive activities that advance human life without meaningful (to mankind) harm to the environment, regardless of the increased cost of living those reductions will cause. Of course, the poor will, yet again, suffer the most..

As a professional biologist, for 30 years, I am embarrassed by the blatant unscientific thinking among so very many of my peers, its support by the media, and the mindless kowtowing of big business --all at the expense of human life and happiness. Even a few hours of due diligence via the Internet would readily demonstrate how unfounded all major environmentalist claims truly are. Few bother. Shame.