MERCADEO Versión en español
Ken Wheaton from Advertising Age: Let´s forget disruption, just get better at interruption
17 de julio de 2015
Procter & Gamble avanzó sobre los límites en los últimos 5 años con la campaña The Man Your Man Could Smell Like
In the age of media fragmentation, real disruptors must get rid of the idea that interruption is a means for marketing, according to Ken Wheaton, Managing Editor of Advertising Age.For advertising to work, it must reach people where they are. “It has to pull, not push”, he says. Wheaton, who has heard variations on this theme from agency heads, CMO´s, ad-tech people, TEDx speakers, assures that media fragmentation is part of reality, which for many can be a reason to panic and they solve everything with disruption, mainly traditional marketing.He says that the funny thing is those disruptors have a problem with interruption. “One of the most harmful things disruptors do is convince markteters that there is something almost shameful in old-school advertising and marketing. You can’t interrupt. You have to attract”.Procter & Gamble has pushed boundaries in the last five years with their campaign The Man Your Man Could Smell Like, from Old Spice, and with the recent Like a Girl, from Always. But at the same time the company also spent a lot of money on promotions, coupons and old fashioned advertising. The fact is that The Man Your Man Could Smell Like started off as a regular, humble TV ad.
