- Ad Age, Wednesday, April 30, 2008 10:32 AM
Lee Clow, global director of media arts at TBWA Worldwide, told the 4As Leadership Conference that the Web has bright future in telling brands' stories, but that as yet, the medium has not lived up to
its branding potential. "Online advertising is still semi-nowhere," he said. "It's very intrusive and annoying and kind of the worst of our business in terms of pop-up and flash, and jump up and
But Clow believes that, "with bandwidth and with some ability, (online branding) is going to become more artful; it's going to become more interesting...but it's going to take
creative people to embrace the possibilities of what you can do on the internet in terms of advertising and storytelling and make it a little better and smarter."
Of course, marketing on the
Web can be a double-edged sword: if your product stinks, then consumers will talk about it, and you will know precisely what they think. In a worst-case scenario, "the best thing is if they ignore
you," Clow said. "If they don't like you, it could really create a lot of pain for your brand."
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