The Chaos Continues: Garfield on "The Post Advertising Age."

Next month I'm moderating a panel at Ad-Tech San Francisco entitled -- get this -- "The Next Big Thing: Is Advertising Still Relevant?"  The panelists I recruited represent a diversity of voices that touch and bond with consumers in far less traditional -- yet hugely promising -- ways.  Scott K. Wilder of Intuit is in charge of Intuit's massive online community of product enthusiasts; Beth Thomas-Kim is Director and Head of Consumer Services for Nestle USA (and President-Elect of the Society of Consumer Affairs Professionals (SOCAP); Paul Woolmington is a founding partner with Naked Communications; and Marti Bledsoe is an interactive marketing strategist at spot-on (read my related ClickZ story)  Resource Interactive.

Garfield Helps Write the "Discussion Guide":  Needless to say, I'm more pumped about this panel than just about any session I've moderated in recent years -- and I'm doubly pumped because I feel as though Bob Garfield just wrote a big chunk of my "discussion guide."  In tomorrow's Ad Age cover story, Garfield continues his highly provocative "conversation" about the future of advertising with Chaos Scenario 2.0: The Post Advertising Age. ....a conversation that initially started with the original Chaos Scenario and then migrated to Listenomics.  Garfield covers a ton of ground, a chunk of which validates his initial forecasts, but perhaps the most thought-provoking part of his piece lays out "five reasons the online world will not online transform traditional modes of advertising, it will largely displace them altogether."  They include:

1. People Don't Like Ads
2. But they Crave them Information
3. The Consumer is in Control..No, Really
4. Diversion of Ad Budgets
5. Pay-Per-View

But why spoil the fun with a half-baked summary.  In fact, ignore the blog blurbs on Garfield's piece like this one.  Just read it! 

Comments

[Richard Stacy]

Pete,

Here is my take on the Future of Advertising - prompted by your piece as well as the Garfield article - and also the fact that Hugh Macleod posted yesterday on advertising related stuff.

http://richardstacy.wordpress.com/2007/03/27/the-future-of-advertising/