Caffeinated posts from a copywriter/adgrunt. I write about advertising, design, astronomy, cooking, and pretty much anything else that strikes my fancy, including random bits of reference info for work purposes. You may also know me as 'that other gal' who helps run Adland. | make contact | RSS Feed | ATOM

Monday, June 27, 2005
[ :: adgruntie :: More Cannes Winners ]

+ Cannes wrapped up on Saturday with Honda "Grr" winning the Grand Prix for Film. No big surprise there. I think I'd have been more surprised if it hadn't won. The film category had much better/deserving winners I think than some of the other categories did. There were still a few ads that I was surprised to see win Gold, like the three ads for Viagra. But, I suppose that's the case with every award show.

Looks like I was right about TBWA/Paris taking home the Advertiser of the Year award. Not really a big shocker again, if you took a peek at the number of print ads they won with.

Looks like the award season for the industry is over for a while, at least until autumn. ;)
Thursday, June 23, 2005
[ :: adgruntie :: Viral ads ]

+ USA Today talks about viral advertising spreading thorough marketing plans. Yeah, it's a tie-in to the fact that Cyber Lions were up on the Cannes site this morning.

 "People have grown increasingly skeptical of packaged, canned, Madison Avenue-speak," says Russ Klein, Burger King's chief marketing officer.

The company has reversed a long sales decline thanks in part to its increased use of non-traditional marketing, especially viral. It has proved particularly useful in reaching the fast-food chain's core market of young men.

The key to effective viral: Create and execute an idea that's intriguing enough to get consumers to interact. Burger King has used wacky ideas by agency Crispin Porter + Bogusky to promote its chicken sandwiches and salads online.

"Interruption or disruption as the fundamental premise of marketing" no longer works, says Jeff Hicks, chief executive and partner at Crispin Porter + Bogusky. "You have to create content that is interesting, useful or entertaining enough to invite (the consumer). Viral is the ultimate invitation."

Unless it sucks. And quite a few do. One other thing I forgot to mention about the Method "Come Clean" site is that I don't think I'd pass it on to anyone. Besides the fact that I wouldn't go back to the site to see what other things people have put down to "come clean" with, the most vital part of the viral, it's "viral aspect" isn't very strong.

As virals become more common place, two things are going to have to happen. First, they are going to have to be amazing to break through the clutter that is going to happen/happening. And second, there is going to have to be an incremental increase in the amount of new ways to use the web creatively, because if every viral works along the same premise as the Subserviant Chicken, for example, people are going to become bored with it very quickly. It will lose it's power to spread and become a dud. Which means we need programmers to continue to create new and interesting methods of being able to execute great ideas and concepts online. Sure you could just make a film and make it viral, but the more interactivity of the viral, the longer people stay, the better you can hammer in your branding message or communicate your pitch to the consumers.

[ :: adgruntie :: Cannes Winners ]

+ So, yesterday Media Lions and Direct Lion winners were announced. For the most part they were OK, some were much more deserving than others. But such is the way of Cannes.

Today, Press, Outdoor, and Cyber winners were announced. TBWA/Paris took home the Grand Prix for their music piracy campaign for EMI. Very artsy. Not really what I'd consider a Cannes winner though. Then again, very rarely what I'd think should win does. There weren't many print ads that blew me away again this year. Sure some were passable and all, but very few were "I wish I had done that" caliber.

Ogilvy & Mather Santiago, Chile took home the Grand Prix for Outdoor with an ad for LEGO on the side of a building. It's pretty cool, although I prefered Clemenger BBDO's "Shadow" billboard for Sunsense Sunscreen. I can't believe that only got a Bronze. Could someone please explain the Wonderbra "Whiteboard" ad to me? If it's what I think it's supposed to be, why the heck is there an arm on the edge of the ad with an eraser? I don't get it. Shame they don't make the press and outdoor zoomable like they did with the direct and media. Some of the copy is so hard to read so small. And why did those Viagra ads win anything? Blah. What crap. That Sunsense ad should have gotten Silver before either of those other ads did. And like most award shows, a lot of what won for press also won in outdoor.

For the Cyber Grand Prix, Crispin won for their Method "Come Clean" site. Quite honestly, I don't think it was that good. It didn't have much of a viral life. It's one of those things to visit once and never return to. It's nicely designed but as a mini site with a "viral" aspect to it, it's a shame that it won. There was another Cyber Lion handed out to DDB Brasil for their site for Henkel Super Bonder Instant Glue, which I think was more deserving. Better viral/ user return type stuff on there. Also nicely designed. What I really can't believe is that McDonald's Lincoln Fry got a bronze. Come on judges. Crispin's Chicken Fight only got bronze as well, which is a bit of a disappointment. Quite honestly I think it was a bit better than the Method site.

So far, I'm not really impressed. Cannes gets made into such a big "to-do" every year in the world of advertising, and every year (well many of the recent ones) I find I'm let down a bit. I've found work that at least I think is better in the silver and bronze categories. Then again, such is the way of many awards shows. Which is truly a shame.

Tomorrow the Film, Radio and Titanium shortlists will be posted and Saturday the winners will be up. So far from the Press and Outdoor, it's looking like TBWA/Paris has a good chance to get agency of the year. Although Radio and Film entries might change that.

DDB Brasil was awarded Interactive Agency of the Year (followed by Crispin Porter Bogusky/Miami, and EURO RSCG 4D/São Paulo).This prize is given to the agency in one country that obtains the highest score for entries in the Press, Outdoor and Film sections, irrespective of whether these have been entered by the agency or another party. DM Agency of the year went to Nordpol Hamburg Agentur Fur Kommunikation (followed by Harrison Troughton Wunderman/London and Ogilvy & Mather/Vienna).

Agency of the year, Journalists' Award and Palme d'Or will be announced on Saturday.
Wednesday, June 22, 2005
[ :: adgruntie :: Think Fast. Have Power. Get Going. ]

+ Today General Mills is launching a new children's television health advertising initiative promoting the importance of eating breakfast. The campaign created by Saatchi & Saatchi New York will run for a full year. To start there are 3 10-second spots, a logo designed for the program, and a stand alone website, ChooseBreakfast.com with more content designed to engage kids on the benefits of eating breakfast.
Monday, June 20, 2005
[ :: adgruntie :: Cannes ]

+ Cannes Lions Festival is on day 2 today. Already up at the site are shortlists for Media, Direct, Press, and Outdoor. Winners will start being posted as of Wednesday a.m. for Media and Direct.

[ :: adgruntie :: Boycott threatened over ad ]

+ Unless Dolce & Gabbana pull their ads featuring a chimpanzee, animal campaigners have warned that they will boycott. One ad features the chimp wearing a D&G watch, and according to the wildlife conservation group, Animal Defenders International, it looks unhappy. The press campaign comprises a variety of shots of the chimp and watches, with most having a broad grin, and others where the chimp looks sad. Follow the link to see one of the ads.

[ :: adgruntie :: Way outside the box ]

+ USA Today takes a look at how advertisiers are "thinking way outside the box".

"We've become so good at mentally zapping it out. You can't presume that because advertising is all over the place that it's actually reaching them," says John Hunt, chief creative officer, TBWA/Chiat/ Day.

"There are so many ads out there that consumers actively avoid commercials today to an extent never before realized," says Dan Howard, professor of advertising and consumer behavior at Southern Methodist University's Cox School of Business. "No matter how many more ads we put out there, it's not going to work ... because it's not registering."

It's always interesting to me how these articles always harp on about media choices and never about the quality of the work. They go hand in hand. A crappy tv spot is going to be just as in effective as a crappy viral. Just because you've made some viral ad, doesn't guarantee it's going to work. It still has to be good.
Friday, June 17, 2005
[ :: adgruntie :: Odds and sods ]

+ Been caught up in a few things and haven't had much time to post recently. And most likely I won't have time to post for a couple days. Here's a couple quick thing to take a look at:

+ Dabitch over at AdLand has created a new mailing list for viral ads. Find out more about ViralBomb here.

+ Durex has a new campaign "Dickorations" running as print in Maxim, FHM, etc and with a web site where you can print out costumes for your, uh, lower member, ranging from tuxedos to superhero cape. Sounds perfect for their target. Although I do have to wonder if any of them will actually print the darn things out and use them. It does remind me a bit of the Tampax print ad with the paper doll-like clothes for the tampon. Via Print Critic.

+ The Independent takes a look down memory lane at stereotypes of women in ads from the 1950s through today with BA's latest commercial.

+ FightMannequinism.org looks like a bizarre but interesting concept from the Ad Council. Their web ads have been all over netscape.com. Not sure which agency had a hand in producing this but, from what little I saw it looks pretty good.
Thursday, June 16, 2005
[ :: adgruntie :: Fewer Celebs in UK Ads ]

+ Steven Brook over at the MediaGuardian, reports on the decline of celebs being used in ads in the UK. Here's a couple key points.

"Potentially they give your brand clarity - it makes your brand stick out in a way that's different to other people's," said Peter Walshe, the global account director of the CelebZ research unit at Millward Brown.

Matthew Bull, the worldwide creative director of the advertising agency Lowe, said that many adverts used celebrities to mask a weak idea, but if an idea was strong celebrities could enhance them.

Thing is the majority of celebs used in ads end up in Mr. Bull's category, rather than in Mr. Brown's. For example, Buick's print ads have Tiger Woods is in the foreground with the car smallish and in the background. Hardly any copy. So, just because you throw Woods into the ad it's going to make people run out and purchase it? I doubt it. Throwing in a celeb for the sake of it is bad advertising, bad strategy and bad creative.

Then there's a whole other can of worms when you have one celebrity in so many adverts that viewers can't remember if they watching an ad with, say Beckham, for Gillette or Pepsi, or Adidas. It's not a good thing.

If you choose to use famous folk in your ads, you need to make sure that you're not advertising them. The product or service you're selling has to be the star, not the, well, star. They should also be relevant to the message you're trying to get across. Otherwise, you're just wasting money on a star/personality/celeb or stroking an ego by "getting to work with X".
Thursday, June 09, 2005
[ :: adgruntie :: Heading toward bannage ]

+ UKTV's "crack house" posters condemned reports Dab over at AdLand. Yikes. Bannage ahead! ;)

[ :: adgruntie :: EFFIE Winners announced ]

+ The winners of the 2005 EFFIEs were announced Tuesday night. I have to say I disagree with some of the winners. Although then again I haven't seen the case studies so, my opinions are based soley on my like and dislike of the ads.

[ :: adgruntie :: A tee with 'tude ]

+ Over at Thoughts of a Planner, Russell Davies shares a brilliant tee that the W+K team made while they had the Microsoft account. Hey Mr. Davies, you should think of selling those things. ;-)

[ :: adgruntie :: Bad song choices ]

+ Irene over at Not Billable points to a Slate article on bad song choices for ads, which were submitted by readers. Apparently people don't listen to lyrics when chosing music for ads.

[ :: design :: Logo Trends 2005 ]

+ Yesterday, jc at Coudal pointed to Graphic Design USA, LogoLounge's Logo Trends 2005. Take a peek and see if you're following the trends or making them. ;-)
Tuesday, June 07, 2005
[ :: adgruntie :: IPA wants to crack down on plagiarism ]

+ MediaWeek.co.uk has an interesting story on plagiarism in regards to media agencies and IPA's (Institute of Practitioners in Advertising) plans to "get tough" on agencies who steal.

Its legal director, Marina Palomba, says: "The problem in the case of media agencies, as distinct from creative agencies, is that it is harder to identify."

But she warns that any IPA agency found to have committed a flagrant act of plagiarising a fellow member's work runs the risk of being kicked out of the organisation.

"Our bylaws do require a member to behave in an ethical manner. If one agency acted in a particularly unprofessional or unethical manner, then it would be raised at our council. There is the ultimate sanction of asking that agency to leave – although to my knowledge it's never happened before,"she says.

But Palomba agrees that sometimes agencies that win a pitch often find themselves under pressure from their new clients to use ideas already supplied by the outgoing agency.

"I've had members call me in these circumstances and ask what the legal position is. I tell them that they're infringing copyright. Very often, agencies want to hear that because they've got their own ideas they want to use," she says.

[...snip...]
But the IPA initiative is already being greeted with widespread scepticism by individual agencies and advertisers alike.

Many of them believe it is a worthy cause but hasn't a hope in hell of becoming reality in the cut-throat world of advertising where grabbing business and getting to the top of the billings leagues are all-important.

One agency executive sums up the situation starkly: "Look, it's ‘dog eat dog' and ‘rat eat rat' out there. Anyone who doubts that isn't living in the real world. Anybody who doesn't live by that will die a commercial death. Our agency has gleaned ideas and knowledge from clients – knowledge that I know has originated from rivals in the pitch process. And we've made use of that knowledge –made money from it."
He adds: "You can get any number of people to make pious declarations about how wrong it all is, but you show me an agency too scrupulous to take advantage of a situation like that and I'll show you an agency that's on the way out."

Another agency chief is blunter still: "The IPA lot are flapping about like a bunch of shocked vicars at a dirty postcard convention. You might conceivably get the IPA and Isba [the Incorporated Society of BritishAdvertisers] to sign up to some joint statement about the need to protect intellectual property. But it'll mean bugger all in practice because neither organisation is a regulatory body. Being expelled from the IPA is hardly the sanction of the century."

He adds: "I mean, what would you choose? Securing a piece of business that might well help take you to the top of the billings league, even if you're making use of another agency's ideas, or basking in the approval of [IPA director general] Hamish Pringle? Tough call, isn't it?"

[...snip...]

And Debbie Morrison, director of membership services at Isba, is honest enough to admit: "We can't control every single client customer relationship that's out there. We don't have any bylaws."

She believes that if agencies are unhappy, then the remedy is largely in their own hands, adding: "Until agencies regulate themselves and say:‘No, we're not going to do this,' then I don't see that very much will change."

Morrison claims: "A lot of this is being spun by the IPA and it's winding the whole situation up. It's never going to stop competition in its own marketplace, is it?"

She says many in the industry fail to understand that agencies frequently come up with similar ideas quite simultaneously because their responses are often guided by the very tight and detailed nature of the briefings given to them by clients.

"Certain briefs are so detailed that agencies have actually come back with the same idea. How do you get over that barrier? Where does the idea come from? Does it belong solely to one person? I don't think it does," she says.

Morrison adds: "The way that clients and agencies work these days, it's more about collaboration. Therefore it's about joint ownership of ideas. It isn't about them and us, mine and yours. It's a very selfish way to look at things."

But when client and agency part company, everybody is indeed out for themselves – whether that means taking whatever idea will benefit the business or protecting intellectual property.

Monday, June 06, 2005
[ :: adgruntie :: MOTORmate.com ]

+ The other night while watching TV, I saw a new spot for MINI. This one leads viewers to check out MOTORmate.com for the G-whiz, a device that supposedly measures g-force and keeps MINI drivers and riders from getting G-Face. Also on the site, the MOTO-go grip and Hey Horn. From what I've seen so far, I like this concept better than CP+B's CounterfeitMini.

MINI fans are already purchasing the stuff from the site. I think it's brilliant. A great way to give funky and unusual accessories to big fans of the autos.

[ :: adgruntie :: Importance of strategy ]

+ A. Louis Rubin 's "The Marketing Company Communications Disconnect" over at Adage.com brings up some great points on strategy. Here's his list of five ways to develop a good strategy:

1. First acknowledge that strategy is what you are selling. Not an ad. Not a logo. Not a list of public relations tactics. These are only executions and that makes them commodities to be evaluated subjectively, or worse yet, based on price of execution.

2. Tell the truth. Suppress your excitement at having a revenue-potential client at the table and focus on the truth about product reality, competitive strengths and weaknesses and organizational problems and issues. CEOs have trouble determining truth from myth because everyone around them has an agenda to sell. To stand out, tell the truth.

3. Throw out your factory -- the daily special on the menu -- to offer what the customer wants, not what you have in inventory. You must solve the client's business problem, not go in with your CFO's cost structure of how you have to utilize the specialized resources on your payroll.

4. Focus on the client’s customer. Avoid the product attribute discussion that your client wants you to execute. Building a great strategy begins with an understanding of customer needs. And too often execution panders to internal audiences versus a strategic insight about the end-user.

5. Hire people who think strategically. Now this may sound just plain dumb, but how many of you have recruiting policies in place where you go and visit Princeton, Harvard, Yale, Swarthmore, etc. in the spring to find the smartest, most imaginative minds in the world? How can you expect your organization to grow with the best talent if you don't have a program in place to find them?

Personally, I think some of the best ad creatives are also great strategical thinkers. For the most part they go hand in hand.

Being an art director or copywriter takes more than just knowing how to layout an appealing ad or write intriguing headlines. The ability to create a concept that works with the strategy to communicate the message simply, effectively, and interestingly is a major factor. And that comes from not just creative thinking but yes, thinking strategically.

It's one of the reasons I sell myself as a creative problem solver, not just a copywriter. There's more to creating advertisements than the words or images. Yes, they are important, and it's important to know how to do so. But, there's nothing worse than a weak idea as a starting point. Sure, sometimes if the images or copy is strong enough, it can help to save a concept that is weak, but most of the time, it cannot. Just like a building, a solid foundation is a critical piece to building a good advertisement. It's rather basic ad knowledge, but it's also something that is easily ignored or more likely forgotten. It's also another reason never to present a weak concept to a client. If they do buy off on it, you're stuck with a shaky base for completing the ads.

Strategy is also useful in this as well. If your AE knows your client well, as they should, then they can aid in helping figure out what the the client is looking to achieve (which is slightly different than the strategy that would be written for the creative brief). And note I'm not saying what the client wants. There is a big difference. Clients can be so caught up in their own business (and rightfully so) that they don't always see the forest for the trees. But, using strategy (and of course good concepts) can help you to sell the best idea to a client who might not normally go for it. It's preparation for a presentation that can be as important to selling a good idea as the idea itself.

And of course, the strategy in a creative brief can be the most important information. Creatives have to have a good grasp of what a this should be, if in the case that it is not written well, they know what questions to ask the AE or client to probe out the right strategy. Yes, there are a ton of good AEs who know how to write a good brief, but there are plenty who also don't know any better than to laundry list everything the client wants to shove into the ad (just like there are plenty of good and bad Creatives, media, etc in the ad biz). In my opinion, a good Creative understands the right questions to ask of an AE to help pare down those longer briefs. One message. There can be many points to back it up, but there should only be one key message to communicate. As a Creative, if you receive a brief that lists multipule messages to communicate, many times it's you who ends up trying to discern the single most important message (aka SMIM). This is also one of the key reasons some agencies bring AEs, Creatives and media together in creating the brief. And I think it's a great idea. Yes, it's one more meeting to have, but it's an important one to create the best possible work.

[ :: ad awards :: The Kellys ]

+ The Magazine Publishers of America's MPA/Kelly Awards recognize and reward outstanding magazine advertising. The Grand Prize Kelly is $100,000 . Plus a Gold Kelly and the Silver Kelly are also handed out. The 2005 Kellys will take place at ANA Print Forum June 16, 2005.

There's an impressive list of judges this year, including David Lubars of BBDO, Edward Boches of Mullen, Ron Lawner of Arnold Worldwide, and Mike Hughes of The Martin Agency. The finalists are up and you can check them out here.

Also on the site, "What it takes to win a Kelly". Some words by US creatives which are really more words of wisdom to create a good print ad. Some good points in there and worth a quick read- it's short.
Saturday, June 04, 2005
[ :: sidetracks :: Cutest Kitten? ]

+ Dab passed this link along to me yesterday. Kitten War where cute kittens are pitted against each other in a battle-royal to be the cutest. Basically it's a "hot-or-not" type site, but with kitty cats.

[ :: adgruntie :: Mendelsohn Zien and recent ads ]

+ The LA Business Journal has an article on Mendelsohn Zien Advertising, the kings of shock-vertising. Here's a bit from the article:

“It’s very easy in this business to do the advertising equivalent of flashing someone, but it’s not very strategic,” Claudia Caplan, chief marketing officer, said. “We tend to get the ICU patients. We are not a maintenance agency. We tend to do very well with the clients who have the most acute needs.”

[...snip...]

But there’s no solid evidence that it’s pumped up sales at the 1,014 owned or franchised Carl’s Jr. restaurants or for the particular sandwich Hilton was hired to promote, the Spicy BBQ Six Dollar Burger.

Carl’s Jr.’s same-store sales increased 1.5 percent in the four-week reporting period ended May 23, compared with the like period last year (the Hilton ad began airing May 17). Indeed, some marketing experts expressed skepticism that the publicity would translate to significantly higher sales.

“This is a desperate attempt to get attention,” said Michael A. Kamins, an associate professor of marketing at the Marshall School of Business at the University of Southern California. “It could backfire on (Carl’s Jr.) because it’s not mainstream. It could irritate people and get them ticked off.”

Harvey Farr, president of the Farr Marketing Group in Los Angeles, said he doubts the ad will generate any backlash but noted that there’s no clear connection between the scantily clad Paris Hilton and the hamburger she’s promoting.

“The commercial is so over the top that I don’t know that people are going to remember that it’s for hamburgers,” Farr said. “When you do a commercial, you have to have the goal of selling a product.”

[ :: adgruntie :: White Castle gives ]

+ I'm not one to ususally post on the "bid-vertising" fad going on, but Dason tipped me off to this and upon checking it out, it looks like a good cause.

White Castle is auctioning off the wooden butler from their TV commercials. "Jeeves" is being auctioned to help fight hunger, with proceeds going to America’s Second Harvest - The Nation's Food Bank Network. Plus the highest bidder will also walk away with 52 Crave Case coupons, good for one free Crave Case per week for an entire year. They also note that if you are interested in bidding but don't live near a White Castle, they'll provide frozen food coupons for the equivalent. Not too shabby.

Bid is currently at $315USD and runs through June 12th. (thanks for the tip Dason!)

[ :: adgruntie :: Graphite gets it ]

+ Print Critic takes a look at the ads in a campaign by DDB Melbourne for Graphite, a line of body sprays and deodorants targeted at males 14-25. They have no innuendos of getting people laid or anything like the Axe/Lynx brand strategy, which is also used by Tag and other similar brands.

"The idea of using females in ads is already owned by market leader Lynx, so we didn't want to go down that path," explains AD Therese Laurin. "We liked the idea of a guy being so confident that he just doesn't even care if the chicks like him or not."

So based on that alone, the ad folk over at DDB down under get a round of applause from me. If you want to see some of the work, go to Print Critic (unfortunately, unless you have a paid account you can't see the whole campaign, argh.)
Thursday, June 02, 2005
[ :: copy :: Long or short? ]

+ It's a common debate. Long or short copy? We recently had a discussion about this on adlist. And I'm not quite sure one is really "better" than the other. It's what communicates the information and works for the ad, the concept, and audience you're trying to reach which should win out. Not making a long copy ad for the sake of doing so, or negating longer copy because of whatever reason. And in a strange coincidence, I came across this article today.
Viacom Outdoor is challenging young creatives to tackle the debate over whether short or long copy is more effective, with a copywriting competition that aims to grab the attention of the bored commuter and offer the winner a free run of cross-track ads. The Copywriting Goes Underground competition asks creatives to write a long-copy poster for one of their clients with a minimum of 50 words. But the competition rules warn that "to capture and captivate consumers through crafted long copy, a few more words may be in order". Deadline is June 10th.

[ :: adgruntie :: BMB gets 2nd account ]

+ Looks like Beattie McGuinness Bungay is on their way, winning the creative and strategic planning business for Sky News. The agency was handed the account without a pitch.

Trevor Beattie, a BMB founding partner, said: "This is an absolutely key win for us. Sky News gives us a chance to demonstrate what we'll be all about going forward. The chance to be involved in everything, from the ground up, is a dream come true."

BMB also has French Connection, which last month followed Beattie and others from TBWA.

[ :: adgruntie :: My Mate's a Primate ]

+ The Scotsman reports that comedian Alexei Sayle urged the world today to stop abusing his best friends – apes – as he helped launch a campaign to save the world’s remaining primates from extinction. The TV star is throwing his weight behind the “My Mate’s A Primate” campaign being run by Animal Defenders International (ADI).

At today’s launch, ADI played a television advert which has been banned by the Broadcast Advertising Clearance Centre. The banned ad features a small child trapped in a cage and can be viewed here.
Wednesday, June 01, 2005
[ :: adgruntie :: More on the death of the :30 ]

+ Newsweek's June 6th issue has an article pondering whether the 30-second spot is obsolete.

Advertising insiders concede that these new formats will not deliver the massive audiences of prime-time network TV. So they theorize that most companies will soon target multiple, smaller pools of consumers—on TV, on the Web, over cell phones and, yes, even in hotel rooms. The key will be finding audiences that are interested in the product to begin with. Fulfilling this vision will require significant changes in the ad industry.

True. It will take some changes but more targeted ads isn't a bad thing. You'd be hitting people more willing to listen to your message. Which is what advertising as tried to do for a long time. So, in the long run perhaps this will just make media plans that much more effective.