What’s Old Is New Again

Today advertisers are integrating their brands into content in order to capture the attention of digitally empowered audiences. Significantly, many brands are turning to “social media influencers” to endorse, demonstrate, and promote products from within their social media content. To keep it as authentic as possible, brands often let these “influencers” integrate the brands as…

Advertainment

A recent advertising column by Stuart Elliott in the New York Times describes a new advertising strategy by the retailer Target. Characters from three different ABC situation comedies (Modern Family, The Middle, and Back in the Game) will appear in three different 30-second commercials giving each other gifts—from Target, of course. Having characters from different…

Funning the Sponsor

The Colbert Report has satirized sponsorship. The show has also actually integrated sponsored products. As viewer, it’s sometimes hard to tell which are for real–that is, paid for by an advertiser. In this episode, Colbert razzes the brand managers at Nabisco/Kraft for sending him a memo about the (in)appropriate ways to integrate Wheat Thins into…

Adman on TV

Robin Williams plays a crazy creative adman in the forthcoming sitcom, The Crazy Ones. For her review of the sitcom, Jessica Grose at Bloomberg Businessweek interviewed me and we discussed some of the origins of the crazy creative adman character. The figure of the adman as volatile magician arose in the 1950s and ’60s, according to…

Live!

“We need to be in the event business,” claimed NBC executive Robert Greenblatt at the TCA press tour this week. “Live is really important these days in trying to fight the DVR and build the biggest audience you can.” NBC’s decision to shift toward more live programming is a logical step for a linear television…