The Future of Marketing

This week, Business Week’s Burt Helm highlights R/GA, a company that is truly revolutionizing the world of marketing. The article, ‘Attention-Deficit Advertising,’ discusses how brands are providing services to customers.

One example is Motorola’s campaign in the Hong Kong International Airport, where soon-to-be passengers were able to view pictures and messages from the friends and family members they had just waved good-bye to. Intermixed with the messages of love, luck and best wishes were ads of various brands. By providing customers with one last message of home, advertisers were given a truly captivated audience.

I believe that advertisers need to get smart. They need to offer consumers something more - touching their humanity and exceeding their expectations.