Tuesday’s final session will be the 2nd Annual ADprentice: a Media Pitch-Off Competition. As with last year’s successful ADprentice, we will invite area media professionals to pitch media plans in front of our live audience as well as the named client. Instrumental in the success of the event last year was host Stuart Elliott. Thus, with the return of the event, we’re thrilled to welcome back Elliott who has been the Advertising Colunmist for The New York Times since 1991.
In a recent interview with Elliott, Web Coordinator and Reporter for PRWeek, Alexandra Bruell discussed the “evolving role of PR in the marketing industry and a shift in the Times' criteria for covering a campaign.” The discussion revolved around the changing face of PR, the fact that viral and social marketing are thriving, and the notion that nontraditional ads can come out on top, just as was marked by the Cannes winners. According to Elliott, with the adoption of new marketing tactics, more economically efficient campaigns truly can be winners by having the smartest most innovative solutions. What makes campaigns interesting, coverage worthy, and successful, says Elliott, is that they embrace trends that are “now,” not that they necessarily take big budgets to produce.
So take a cue from Elliott’s ideas and observations, and recognize that more bucks might not equal the most bang. The winning campaign doesn’t have to break the budget in order to make the most unique impact. Creativity and messaging can take many forms. Perhaps that is a good strategy for the teams participating in our 2nd Annual ADprentice competition. Take it to heart and maybe we’ll still be discussing your innovative campaign well after Advertising Week DC 2009 has ended.
Journalist Q&A: Stuart Elliott, 'The New York Times' - PRWeek US
PS: Trouble getting this link to connect? Search Google for "Alexandra Bruell interviews Stuart Elliott"
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