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Gad Romann
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Experiments In Thinking About Media And Communications
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Why we should stop blaming big agencies?
It is easy to criticize big agencies for our own failings.
I’ve been traveling on the road to the future for quite a while now. I’ve always had a tendency to place the blame for the slowness of clients to adapt at the doorstep of the big agencies.
Sure, big agencies have economic practices to protect. But [...]
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No Intermediary between Brands And Consumers
For a long time, what stood between brands and people was advertising.
Advertising was the “spin of information.” For the most part, advertising wasn’t especially informative. What it lacked in information it made up in entertainment.
But today, what stands between the product and the consumer is nothing. There is no intermediary.
Today, a brand has to stand [...]
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Advertising should not be executed by advertising people
Poetry,
Painting,
Music,
the list goes on.
And it does.
These are but a few of the skills needed to communicate successfully these days.
The current skills of creating advertising appear to be obsolete.
They bow to old principles, old media and old consumer perceptions.
Every commercial dates itself by being a commercial.
Creativity isn’t dead.
Talent isn’t on the wane. [...]
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Everybody is talking about the demise of advertising agencies. But are we seeing the demise of brands?
Advertising agencies, especially the big holding companies, are buying up every type of communication companies just to stay in the game. And the name of the game is betting on the future. But it can be a dangerous game.
If you happen to know the way in which it is going, you can safely place your [...]
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Partly thanks to me, Chinese capitalism got its start in the U.S. when the Beijing Olympics was a mere gleam in their eyes.
Competition, as we’ll discover during the Olympics, doesn’t seem to scare off the Chinese. A few decades ago, when they contemplated making a move on American capitalism, they chose to go into the beer business. Perhaps naively, perhaps because of the overwhelming challenge, they chose a category with fierce competitors like Budweiser and Miller who [...]
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So, is every Google search already in the past?
A few years ago, I was excitedly running from one client to another, claiming: “In the future, there will be no media, only content.”
At a 4A’s conference a year later, I took the lyrics to Elvis’s “A Heartbreak Hotel” and compared it to the Eagle’s lyrics “Hotel California.”
The idea was to show how [...]
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Media is dead. The new word is Mediate. It’s the Future of Social Networking.
Say the word and you’ll agree.
What’s happened more recently in the world of communication is we’ve entered into a time in which people interact with one another, in which they mediate their relationship to others and to the world around them.
The term media is outdated – it recalls the past but it scarcely projects the [...]
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My work covers a wide array of high-end graphic design with an emphasis on creating stunning visual solutions that solve real-world business hurdles. I am committed to helping clients gain competitive advantage, and have achieved success by continuing to exceed their expectations by developing longstanding relationships built on business integrity and client service. I focus on creating and providing solutions that meet your specific needs; you are part of the process. Your ideas. Your input. Your vision.
