"I think the proliferation of different media options is driving advertising (and agencies alike) to get down to the true essence of marketing. Howard Gossage said:
'Advertising may seem like shooting fish in a barrel, but there is some evidence that the fish don't hold still as well as they used to and they have developed armour plate. They have control over what type of ammo you have, when the trigger gets pulled, and how fast your shot moves. Oh, and they're not all in the same barrel anymore.'The shift from traditional media to digital isn't a revolution, the shift from screaming at people to buy a product to advertising as a 2-way dialogue between a brand and consumers is. This dialogue can happen using any medium as long as its relevant and targeted. Some agencies were built on this premise and that is why I have posted the top 3 ads by media-neutral agencies that happen to do video. check it out at: LINK."
Some interesting work there, especially Anomaly's "The Guy in the Jacket" clip, the client for which I'm still trying to work out! (But hey, same could be said for Cap C's "Bridezilla Wigs Out"!)