Search by name, company, title, location, etc.

Gordon Hotchkiss

Member since August 2004 Contact Gordon

Meet Gordon at MediaPost Events

  • Gordon is attending OMMA Global at Advertising Week, September 27, 2010

Articles by Gordon All articles by Gordon

  • Mad Men, 2065 in Online Spin on 05/19/2015

    So, Don Draper is now history. Well, actually, he's always been history. He started and finished as a half-century look back at what advertising was. Part of the appeal of "Mad Men" was the anthropological quaintness of the whole thing: "Can you believe they used to do that?" The world -- and with it, advertising -- have come a long way! I wonder, though, what would happen if a similar premise was launched in 2065? What about advertising now would look similarly unacceptable to viewers in the future?

  • The Mother of All Disruption in Online Spin on 05/12/2015

    Once again fellow Online Spin writer Tom Goodwin has piqued my interest. He starts to unwrap a tremendously thorny problem in his column of last Thursday, "Time to Think about Regulation for Disruption." Today, I'd like to take this question up one level: Do we have to rethink government entirely?

  • Some Second Thoughts On Mindless Media  in Online Spin on 04/28/2015

    When I read Tom Goodwin's Online Spin last week, I immediately jumped on his bandwagon. How could I not? He played the evolutionary psychology card and then trumped that by applying it to the consumption of media. This was right up my ideological alley.

  • The Secret of Successful Marketing Lies In Split Seconds in Online Spin on 04/20/2015

    The other day, I was having lunch in a deli. I was also watching the front door, which you had to push to get in. Almost everyone who came to the door pulled, even though there was a fairly big sign over the handle which said "Push." The problem? The door had the wrong kind of handle. It was a pull handle, not a push. The door had been mounted backwards. In usability terms, the door handle presented a misleading affordance. I suspect most marketing falls in the same category as that sign. It's an attempt to fight the intuitive actions that customers take - those split-second actions that happen before our brain has a chance to kick in.

  • Deconstructing The Market Of One in Online Spin on 04/13/2015

    "So, what are you doing now?" my old college friend asked, right after he'd finished swearing at me because of my early retirement. He assumed I'd be doing something related to marketing. "I'm starting a cycling tourism business," I answered. "A what...?" "Cycling tours." "Do you know anything about cycling tours?" "Not really."

  • The Messy Part Of Marketing  in Online Spin on 04/07/2015

    Marketing is hard. That's because marketing reflects real life -- and real life is hard. But here's the thing: It's just going to get harder. Life is messy and squishy and filled with nasty little organic things like emotions and human beings. Personally, the thing that attracted me to marketing was its messiness.

  • To The Graduating Class Of 2015: Don't Rely On Planning in Online Spin on 03/31/2015

    My oldest daughter is graduating from university in a few short weeks. She's planning for the future. Her mother and I, being practical parents, have instilled this need for planning in her. It's what practical people do. They make plans. Thirty-two years ago, on my own graduation date, I also made plans. According to my plan, I should now be a senior producer on a national Canadian TV drama. This is, of course, after working my way up as a production assistant, writer and possibly a director. But as German Field Marshal Helmuth von Moltke said, "No battle plan survives contact with the enemy." In my case, the enemy was the vagaries of real life. Oh -- and a little thing called the Internet. In 1983, who'd have guessed that one?

  • Justine Sacco, Twitter And The End Of Irony in Online Spin on 03/23/2015

    Justine Sacco is in the news again. Not that she wants to be. She'd like nothing more than to fade from the spotlight. But today, over 15 months after she launched the tweet that just won't go away, she's still the poster child for career ruination via social media. The recent revival of Justine's story came before the release of a new book by Jon Ronson, "So You've Been Publicly Shamed."

  • Mourning Becomes Electric in Online Spin on 03/16/2015

    Last Friday was a sad day. A very dear and lifelong friend of mine, my Uncle Al, passed away. And so I did what I've done before on these occasions. I expressed my feelings by writing about it. The post went live on my blog around 10:30 in the morning. By mid-afternoon, it had been shared and posted through Facebook, Twitter and many other online channels. Many were kind enough to send comments. The family, in the midst of their grief, forwarded my post to their family and friends. Soon, there was an extended network of mourning that sought to heal each other, all through channels that didn't exist just a few years ago. Mourning had moved online.

  • How Activation Works In An Absolute-Value Market  in Online Spin on 03/10/2015

    As I discussed last week, if I mention a brand to you -- like Nike, for instance -- your brain immediately pulls back your own interpretation of the brand. What has happened, in a split second, is that the activation of that one node -- let's call it the Nike node -- triggers the activation of several related nodes in your brain, which is quickly assembled into a representation of the brand Nike. This is called spreading activation.

Comments by Gordon All comments by Gordon

About Edit

You haven't told us anything about yourself! Surely you've got something to say. Tell us a little something.