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Everything has changed. Nothing has changed.
Dave Sanchez and Jim Herwitz
Red Wagon Advertising & Design
www.redwagon.com
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All businesses are based on providing products and services. Advertising spreads the word. Done. Is it really any more complicated than this? Identify product attributes. Define the target market. Deliver the message in a meaningful memorable way.
If you listen to all the hyperbole that’s been generated lately you’d think that advertising has undergone changes of such proportion that selling toothpaste has become something other than selling toothpaste.
Okay, the past few decades have been pretty amazing and everything really has changed but everything always does, just not with such speed. The internet and all of it’s accoutrements have shrunk the world, created communities, connected people, fragmented markets, made consumer’s smarter, made consumers dumber, expanded and contracted so many of life’s choices that its pretty obvious that all you really need is a screen of any size and some high speed access to feel at home in this wider but smaller world.
What do rich media, interactive media, product placement, banner ads, viral marketing, guerilla marketing, 500 channel cable options, digital radio, and e-blasts have in common with TV, print, and outdoor? Everything. No matter how many options you have, media is still media. The message is still the message.
. . . So the head of surgery walks into the operating room to find half a dozen doctors and nurses debating the pros and cons of a particularly delicate cerebral cortex maneuver. Exasperated, he turns to the one with the scalpel and says, “What do you think this is - advertising!?!!” Admittedly, this lame presentation room warm-up joke was funnier years ago. Today it seems that advertising is taking itself so seriously that it has lost sight of the poetic simplicity of its craft.
The rules haven’t changed. The game is still the same. -- but the playing field, now that’s another story. It’s always changing and it always will. Stay tuned.
Dave Sanchez is the Founder and
Creative Director of Redwagon Advertising & Design .
He sold bathroom tissue using a lullaby. Sold potatoes showing them wearing funny nose glasses. And he sold an airline by putting a smile on it's planes.
Not exactly what you'd call by-the-book solutions. But then, one doesn't earn the reputation Dave has by playing strictly by the book.
Dave's 35 + year career has seen him serve in senior creative slots in such agencies as Gross, Pera & Rockey; Young & Rubicam; J. Walter Thompson and Ketchum Advertising. His work on such accounts as Toyota, The Beef Council, The Potato Board, Hunt/Wesson Foods, PSA Airlines, Clorox and many others, has earned Dave every major advertising award, from New York Art Director's Club to Best in the West, from Clio's to ANDY's. Recently his advertising work on Freixenet Sparkling Wine and label design for Zingaro Wine has won International Mobius Awards.
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