Trade paper Campaign ran the most surprising front page headline of last week; Obama Victory Could Threaten Ad Freedom. This slightly downbeat story seemed at odds with the reaction from the rest of the world. Campaign’s basic story being that the next American government were likely to regulate the ad industry more than the current one. We’ll see. We’re in an industry that changes very rapidly and keeping up with that change, wherever it comes from, is the challenge all of us face everyday.
One of the most interesting aspects of the US election was the use made of the internet. Sean Duffy at the Duffy Agency seanduffy.typepad.com described Obama as the first internet president, I think Sean’s right, and certainly most observers feel Obama’s web presence has been a spectacular success. However he also put out a 30 minute TV commercial, (yes, 30 minutes long) on 7 national stations the week of polling and I’m told American local radio, television and press has been filled with election commercials for months now. What Obama did was use the internet as well as traditional media not instead of it. He had a message and he needed to reach as many people as he could, as often as he could and he used every means available to him to do this. He used it in a way no politician has before; properly.
Advertising in Scotland, or anywhere for that matter, shouldn’t be any different. Use what media is available, use it well, tell a consistent and compelling story, tell it often and people will hear it, understand it and eventually act upon it. As Obama showed to get your message across make sure your message is one people want to hear. Make sure it is told well, it is memorable and it is relevant. That is a basic rule in advertising and it’s as relevant on the internet as anywhere else. If it’s good enough for Barack Obama it’s good enough for us.