Around the Net

4As Conference: Online Branding To Become More 'Artful'

  • 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 down."

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."

advertisement

advertisement

Read the whole story at Ad Age »

Next story loading loading..