Obama's Web marketing triumph - Mar. 3, 2008

Can we ... or should we ... try to predict advertising's near future based on how media are used in presidential campaigns? I say, definitively, yes. Do we remember the "Daisy" commercial from the 1964 campaign? It is singularly credited with launching the great "creative revolution" in advertising. Watch it here: http://www.youtube.com/watch?v=63h_v6uf0Ao.

Then please take a few minutes to read this article in Fortune. And you'll begin to see that today's creative revolution is epitomized by the Barack Obama campaign's use of interactive media. It is brilliant.

Why does Barack Obama appear to be outmaneuvering Hillary Clinton in the Democratic presidential primary? Part of the reason is his campaign's mastery of the Internet, says Rishad Tobaccowala, chief innovation officer of the media buying division of Publicis, the French advertising giant. (Tobaccowala also runs his own start-up company inside Publicis called Denuo, Latin for "anew.")It's his job to ponder the changing media industry and help his clients stay one step ahead. He uses Obama's come-from-behind primary and caucus victories against a brand name like Clinton as a cautionary case study for his market-leading clients.
Obama's Web marketing triumph - Mar. 3, 2008

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