Reactive Advertising

Advertising’s creative revolution sparked by Bill Bernbach in the sixties was a paradigm shift in the industry, all over the world. Creatives seized power over the advertising from polished MBAs. Challenged the status quo. Changed how we do things. Introduced the capitalistic propaganda machinery to sense and sensibility.

Creatives took the power and turned advertising inside out. But not much has happened since then, it almost seems like we’ve gone backwards. More complex consumer behavior and increased media fragmentization has introduced accountability as the leading star for a new generation of advertising creatives. It’s a cost-per-click world. The MBAs and statisticians are taking over once more.

We just don’t buy it. Won’t take it.

With so much advertising these days cluttering our lives with meaningless messages that dumb us down, digital media presents a real opportunity to make ads that are not only extremely relevant, but also more intelligent and funny.

This is the promise made by “Reactive Advertising;” expressed simply as ads that react to the conditions of each exposure and adjust accordingly to optimize performance.

Reactive ads make exponential improvements in ad quality and is proven both in theory and in practice. It’s the start of a new creative revolution, driven by technology.

Our brave new digital world should be about bold thoughts and elegant solutions. Elegant ideas.

The great advertising man Bill Bernbach has passed away, but his spirit must remain. He once said: “Let us prove to the world that good taste, good art, and good writing can be good selling.”

In this talk we’ll show you how.