Kicking off ad:tech New York 2006, incoming ad:tech Chair Drew Ianni gave outgoing ad:tech Chair and current ad:tech Chair emeritus Susan Bratton a nice nod touting her tireless work over the tears growing ad:tech through thick and thin and presented her a giant bushel of roses.
Ianni told the audience this year's ad:tech, in addition to 10,800 pre-registered attendees, has 330 exhibitors. He then discussed ad:tech's global expansion which new and planned shows acoss the globe in London, Sydney, Paris, Hamburg, Mumbai, Bubai, Tokyo and others. Also announced was a fourth domestic show in Miami June 26-28, 2007.
Ianni then reviewed the state of the online advertising citing such nuggets as revenue hitting $20 billion in the next year, consumer packaged goos spending hitting $1 billion and online video revenue hitting $1.3 billion in 2008. China's also expected to get active with $200 million in revenue predicted by 2008.
After the overview, Ianni introduced BBDO Chairman and Chief Creative Officer David Lubars who mostly continue's BBDO's mantra of "insight" as the driving force behind making great creative. Seems we've heard that before from former BBDO legend Phil Dusenberry but there's nothing like carrying on tradition. Related to insight, Lubars told the audience agencies shouldn't have to convince their clients to go online stating the insight, as the driving factor, would make that decision a no brainer.
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It's called Karma's Quest. We wonder if Canadians are doing anything else these days besides playing other promotional puzzle games and posting pets on the internet. We're going to guess that no, they're not. - Contributed by Angela Natividad
Coffee and Manipulation points us to some virals for Blendtec, a company that hawks ordinary-looking blenders that are apparently not so ordinary. We were mesmerized in a pathetic sort of way when the man in the white coat fed a rake to his blender on the :90 second soup cycle.
We suspect these virals strike a chord because they speak to a desire to put things that will create fatal shrapnel in contact with swirling kitchen blades. But hey. It's not like videos go viral because they're deeply profound. - Contributed by Angela Natividad
San Francisco Agency McCann-Erickson worked in tandem with a ton of talent, including director Garth Davis of Anonymous Content and editor Angus Wall of Rock Paper Scissors, to release a playful ad for Xbox entitled "Cops and Robbers" - a monicker as whimsical as the spot itself. A52 is responsible for making complex visual effects and physical logistics look like a carefree leap off a building.
It's a fun watch and the clapping beat will probably be stuck in our heads all day. We much prefer it to the esoteric stuff PS3's putting out. - Contributed by Angela Natividad
Remember the sandbox? In the sandbox it was a big deal to find out who spit further and who could destroy who at mercy. In business things aren't so different.
With the creative help of McKinney in Durham, NC, CEO Tom Tiller of Polaris challenged the CEOs of his industry competitors to an ATV duel. The object was to find out who's better at building ATVs. Polaris won by forfeit, meaning everybody else bitched out (3 declined, 3 acted too cool to answer).
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It took a while but finally many of the ad:tech New York exhibitors setting up for the November 6-8 show dropped their crates, carpets and booth paraphernalia long enough to join the Exhibitor Party put on for them by conference organizer DMG Worldwide. It was well attended and the free drinks seemed to be well appreciated after a long day of exhibit hall set up. The dry, mostly fried, room temperature hors douvres where another story entirely but that's par for the course with Hilton food.
Anyway, DMG VP Don Knox welcomed the exhibitors and premiere sponsors Advertising Age and Casale Media among others and announced DMG would be introducing a new ad:tech Miami show in June 2007. It's our chance to meet all those fine, upstanding Boca Raton interactive marketing companies up close and in person. Kidding aside, the show will focus on Latin American marketing as well as carry on the general theme interactive marketing theme of the current shows.
It keeps getting bigger and it keeps getting better. This year, ad:tech New York boasts 10,800 pre-registered attendees, the largest ad:tech ever, even beating ad:tech San Francisco which was held in the Moscone Center. On Sunday afternoon before the show, as usual, all the exhibitors are busy setting up and it looks like every last square inch of the New York Hilton's conference space has been taken by ad:tech exhibitors.
Casale Media will grab your attention as you enter the exhibit hall with its very red set up and bluelithium has put up an interesting looking "wavy wall" for lack of a better term. It still amazes it's all put together by Monday morning. Yes, we've said that a million times before. Anyway, we're here. We hope to see you.
The scenario: opening the front door, expecting to find a trick-or-treater, and finding yourself as a six-year-old staring back at you. TBWA/Chiat/Day writer Robert Kleman tells AdCritic that this ad "[taps] into the thought that if you were a kid this Halloween, you'd like to be given Snickers." We're happy he explained because we couldn't think further than "Dude. Fucking twisted."
The ad's a photographic collabo between Shawn Michienzi and Julian Wolkenstein. - Contributed by Angela Natividad
These ads remind us why it's important to wear a condom - indeed, even to press condoms into the hands of unwitting couples who may need them more than others. The print reads "Don't forget to use 'em. Please." Nice touch with the baby handing over the protection. - Contributed by Angela Natividad
Because Napster, MySpace, iTunes, Pandora, Rhapsody and countless others are perhaps missing something that these people aren't, we announce the arrival of Haystack. You can register as a listener or an artist and toss around really savvy words that we're sure indie purists use all the time, like "tastemakers" and "music stuff."
Haystack even gets all Shakespearean on our asses and makes up its own buzz words: a "stack" is vividly defined on the homepage so there won't be any confusion about why anyone would cognitively pair "haystack" and "music."
When we finally grasped the concept we thought, "Guess every roll in the hay deserves a soundtrack." But we're not sure that's what they were shooting for. - Contributed by Angela Natividad
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