At a time when we can tune out commercials with a quick click, one cutting-edge Ad Man is finding ways to dump the old system and sell motorcycles—without ads.
by Dan Lyons
http://www.thedailybeast.com/
Jeff Rosenblum is drinking tea at Soho House, a private club in lower Manhattan, and explaining to me that most advertising doesn’t work, and that the entire advertising industry is stuck in the past and desperately needs to be blown up and reinvented—not exactly what I’d expected to hear from a guy who runs an advertising agency that counts Suzuki, Universal Theme Parks, Capital One, and General Mills among its clients.
“Advertising hasn’t changed since the 1960s,” says Rosenblum, 40, the cofounder of a 50-person agency called Questus that specializes in digital media and just won anAgency of the Year award from iMedia, a publication that tracks the online marketing industry. “But we’re on the verge of a revolution. People are starting to realize that there are more effective ways to build a brand than through advertising.”Rosenblum is so passionate about this that he’s even made a documentary film, The Naked Brand, in which he bashes his own industry. “My father looked at it and said, `So what’s your master plan here? Because it looks like you’re going to get hoisted with your own petard,’” Rosenblum says. But the son disagrees: he thinks the revolution is coming whether people like it or not, so he might as well become part of the destruction. Sigue leyendo
