• by John Gaffney , May 14, 2002

ABC Riffs: I actually like some of the shows ABC introduced at “Upfrontstock” yesterday. Push, Nevada, from the Affleck/Damon team could be something different, in a weird Twin Peaks kind of way. It’s at least risky for a network that needs to take a risk. What I liked the most about ABC’s strategy is its willingness to launch new shows in January, which they will do after Monday Night Football is over. Here’s one thing I just don’t get about TV networks: why do they do everything at the same time? Why not individuate shows, schedules and premieres? I understand that we’re all here to grab as much upfront money as we can. But it seems to me that the general trend for marketing success is toward making sure your brand is easy to identify. That goes for packaged goods, entertainment properties and TV networks. If I was running a TV network, first I’d take my 100 key agency and advertiser types to a great resort in Bermuda, to get them away from the sameness that “Upfrontstock” encourages. Then I’d tell them I was going to stagger my new series launches throughout the calendar. Then I’d go for their wallet. Bill Clinton had the endless campaign. I’d have the endless season premiere week. When planners and buyers do their best work for advertisers, they’re breaking them away from clutter. Networks could do that a lot better than they do right now........

Anti-drug riffs: Showing a tremendous grasp of the obvious, new US drug czar John Walters said this to The Wall Street Journal about the government’s $929 million anti-drug ad campaign: “This campaign isn’t reducing drug use.” Party on, John. As an industry we need to accept that we don’t yet know how to make anti-drug ads resonate with kids. “Just say no,” didn’t work. “This is your brain on drugs,” didn’t work. Using celebrities, as the current campaign does, doesn’t work. I say figure what kind of message works before dollar one get spent on these campaigns.........

Dude riffs: I would not buy a t-shirt that says “Dude, you’re gettin’ a Dell.” Wouldn’t put the bumper sticker on my car either. But, I will say that anytime you can actually license an ad slogan, it means you found a connection with consumers. Dell announced it is doing just that yesterday. Something to shoot for.