• by John Gaffney , February 11, 2003

The Fire This Time: I am still open to the possibility that we will not be at war by the end of February. Peace always has a chance, although in this case that chance looks to be slimmer than most corporate profit reports. I read a lot and hear a lot about what will happen to advertising during the coming conflict. During the 1991 Gulf invasion, there was a falloff. But a lot has changed since 1991. And I’m not talking warfare or our ability to cover warfare. I am talking about the ways brands can advertise within and without of the context of unfortunate political climates. First, I think major brands need to prepare ads that encourage people’s hearts, not their wallets. Budweiser did a great job of that during the 2002 Super Bowl. Next, brands need to salute heroes. Several brands did that after 9/11, particularly Nextel. But most importantly the last decade should have shown any planner or buyer that you need to able to work a brand’s image independent of any contextual atmosphere. That’s why a grassroots-marketing plan is so valuable. That’s why the Internet and its quick ability to change creative is so critical. Brands need to be nimble. Planning for TV and print only may not work all the time now, because those media will have to cover things we couldn’t even conceive of in 1991. Like I say, I’m still open. But when it hits the fan, we can’t hide for long.

Which Leads Me To Pepsi: Now there’s a segue. I think it is worth noting that Pepsi has undertaken two new initiatives this quarter that involve sponsoring and producing entire content, rather than just running spots. The first was the WB variety show scheduled for summer time. The second, announced Monday, was a Wonka-like game show that gives someone a chance to win a billion dollars. If the war starts and lasts, Pepsi won’t need to discuss how or if they will advertise. They do have to discuss when they will run the show. And that’s a different deal.

Parting Shot: Publishing is dead? That’s what I read in a few dailies yesterday. Stories of gloom and doom for print products. But if publishing is dead, why are there so many startups coming out and being tested?