Advertising Age - Major Marketers Push 20% of Ad Budgets Into New Media: "Major Marketers Push 20% of Ad Budgets Into New Media
AAF Study, Conference Demonstrate Advertisers' Feelings About Web
By Ira Teinowitz
Published: June 14, 2007
LOUISVILLE, Ky. (AdAge.com) -- Facing a shifting media environment, major marketers are allocating up to 20% of their total ad budget for experimentation in new media, according to a survey unveiled at the recent American Advertising Federation annual meeting, where grappling with the changing marketing world was a common theme among the 750 attendees.
Marketers and media executives described several ad campaigns that achieved significant results with virtually no media spending, instead aiming limited dollars toward creative that developed web buzz.
Coffee and razors
Mary Baglivo, CEO of Saatchi & Saatchi, New York, detailed a campaign for Procter & Gamble's Folgers coffee aimed at an 18-to-24-year-old audience (well below its normal target) fashioned around the idea of how to wake up in the morning. Matt Freeman, CEO of Tribal DDB Worldwide described a campaign for a Philips razor that would have been next to impossible to run on TV -- but it generated so much traffic that the number of razors the company hoped to sell in a year sold in six weeks.
Aldo Quevedo, president-chief creative officer at Dieste Harmel & Partners,"