Marketers Seek To Be Innovative To Break Through Ad Clutter
USA Today, Tuesday, June 23, 2009 11:01 AM
So reads the headline. "You're seeing a lot of ideas everywhere," Mark Tutssel, global chief creative officer, Leo Burnett Worldwide, tells Teresa Howard in Cannes. "The industry has completely changed."
It may have, as we've read above, but not in its use of the tired and true. "Our goal is to break through the clutter, generate buzz and engage with people and ultimately drive viewership of our programming," says Courteney Monroe, evp, consumer marketing of HBO, a winner last year for its multimedia "Voyeur" program and contender this year for "True Blood." Which is, of course, about what they've been saying forever.
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It may have, as we've read above, but not in its use of the tired and true. "Our goal is to break through the clutter, generate buzz and engage with people and ultimately drive viewership of our programming," says Courteney Monroe, evp, consumer marketing of HBO, a winner last year for its multimedia "Voyeur" program and contender this year for "True Blood." Which is, of course, about what they've been saying forever.
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