Brand Platforms

Trevor Eld, Creative Director  R/GA,  talks about the importance of Brand Platforms.  Eld says that "Advertising Stinks" because consumers have developed an uncanny ability to "sniff out" advertising messages which they choose to ignore.  The old model of advertising which bombarded a target audience with commercial messages doesn't work because people don't want to be interrupted today, "They've got things to do".  Trevor presents several Brand Platform case studies including Nike Plus, Nokia Vine, and Ballers Network.

Looking ahead to the next 3 to 5 years, Eld suggests the Advertising industry will need to recruit talent with multi-disciplinary skills and offers a word of warning to those who are afraid of or bored with technology. 
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