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May 02, 2006


Piers Fawkes

The problem with advertising press is that they report on advertising - and that's not where the game is at. Marketers are looking at how companies act as a brand as a whole - and communications are becoming less of a focus.

The problem with the online environment is that you get two polarised views of the spectrum:

individuals with forward thinking views, industry blogs that look at their specialty (advertising, PR) and praise the newsworthy rather than the strategically sound (e.g. spot the number of Brazilian campaigns ad-blogs write about that have no educational value at all).

What you need is a balanced ground between education and informational. What we try to do at IF! (http://if.psfk.com) is provide inspirational content to let marketers tool themselves up for the future

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