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JON FINE, in his Business Week "Media Centric" column, said marketers need to "relax about getting weird" in web ads.
Jon, a former Ad Age reporter (and a very good one, I might add) stated: "Of the many factors that will decide how the ad pie is split up in '07, perhaps the biggest is how quickly the next-generation web platforms become mainstream ad vehicles."
His thesis: Marketers need to loosen up and adapt web platforms' "full-monty ways."
It's my contention most marketers don't-and shouldn't-incorporate weirdness into basic brand-building strategy. All the work to come up with the next Subservient Chicken is diverting attention from marketers' main job of building strong brands.
Even without the diversion of trying to figure out how to use the web, marketers aren't doing a good job of brand-building. One reason is that the stakes are too high to take chances on things they can't control,...