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X-ORIGINAL-URL:http://www.exectec.us/calendar/7634720/ical/ExecTec+on+the+P
 aradigm+Media+Shift/
X-WR-CALNAME:Events - ExecTec on the Paradigm Media Shift
BEGIN:VEVENT
SUMMARY:ExecTec on the Paradigm Media Shift
DESCRIPTION:Executive Networking & Technology Group ExecTec of LA\n\nOne of
  my favorite Bloggers (bookofjoe.com) wrote a commentary on advertising in 
 response to this Wall Street Journal Article about Pepsi dropping the agenc
 y handling their Gatorade and Tropicana brands in which he outlines 3 comma
 ndments for 21st century TV advertising:\n\n1) Thou shalt not repeat a comm
 ercial within an hour of its last showing ? anywhere in the same time zone.
 \n2) Thou shalt not spend a fortune making any one commercial or series of 
 them\, since they're never gonna come remotely close to earning back their 
 cost.\n3) Thou shalt therefore realize\, o corporations and ad agencies\, t
 hat the future of your products lies in taking off the tunnel vision blinde
 rs and not just looking in different directions but seeing with different e
 yes. If you can't do that from within\, find them outside your corporate co
 nfines. Remember that reality goes not just sideways and forward and backwa
 rd and up and down but moves as well in time. Use the fourth dimension ? or
  it will use and crush you.\n\nNot bad for a blogging anesthesiologist\, ma
 ybe Joe should give up pushing gas for something less meaningful to society
 .\n\nMaybe Pepsi has been following Mike Masnick series (here\, here\, here
 \, here and here) that speaks 4 truths that apply to more then just the web
  of which he was speaking.\n\n   1. The captive audience is dead.\n   2. Ad
 vertising is content.\n   3. Content is advertising. \n   4. Content needs 
 to be useful/engaging/interesting.\n\nObviously NBC is paying attention sin
 ce it formed a new NBC Universal production unit which is teaming up with a
 n advertising agency to create programs around sponsors' products.\n\nOf in
 terested for those of you not keeping up with the links in this topic shoul
 d be that Omnicom the agency teaming up with NBC is the parent agency of El
 ement 79 which Pepsi has dropped from the Gatorade and Tropicana accounts.\
 n\nAll this stands in interesting contrast to comments of Tim Robbins to th
 e National Associations of Broadcasters last week in which he called on con
 tent providers to rise above the base  programming to help raise the nation
  to its highest level\, as opposed to the lowest which he clearly believes 
 we are in. Robbins challenged broadcasters to actually not think strictly a
 s business people\, but to lead the country through their programming.\n\nO
 f course as the blogging anesthesiologist correctly point out the most impo
 rtant fact is that\, "We click and leave now when we're bored ? or when we 
 know we're about to be."\n\nSo join us as we discuss media and the paradigm
  shift in content and advertising.\n\nAs always\, there is no better way to
  meet and connect with other executives then over dinner and conversation. 
 $21 in advance via PayPal or $25 at the event gets you a full dinner\, drin
 k and the best networking around.\n\nLos Angeles\, CA  90024 - USA\n\nTuesd
 ay\, April 29 at 7:30 PM\n\nPhoto: http://photos1.meetupstatic.com/photos/e
 vent/3/3/3/event_2520819.jpeg\n\nAttending: 26\n\nFee: Event fee: USD 21.00
  before or $25 at event\n\nDetails: http://www.exectec.us/calendar/7634720/
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CLASS:PUBLIC
CREATED:20080330T204139Z
DTSTAMP:20100321T155511Z
DTSTART:20080430T023000Z
DTEND:20080430T043000Z
GEO:34.06;-118.44
URL:http://www.exectec.us/calendar/7634720/
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