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Joseph Jaffe, the innovative marketing thinker, is the author of Life After the 30-second Spot in which he passionately argues for marketers and advertisers to embrace the more imaginative and engaging techniques in an era of media fragmentation and consumer generated media

 STARRING 

• Joseph Jaffe, Author, Life After the 30-second Spot and Founder, Jaffe Juice LLC
• Simon Andrews, Big Picture Ad. agency (Host)

PODCAST
Remember that IBM ad? The one where no one ever got fired for buying IBM?

Well, Joseph Jaffe believes that the same conservative, risk-averse thinking is plaguing the minds of senior marketers.

In his book, ‘Life after the 30 second spot’, Joseph Jaffe argues that marketers need to do exactly that, to think beyond tv ads. if they really want to engage with ever-sophisticated consumers.

But while this may seem a fashionable view to hold, Joseph has received widespread acclaim for using compelling argument and hard evidence to bolster his case.

The conversation is guest-hosted by Simon Andrews, who co-founded and jointly runs the Big Picture Ad. agency.

Please let us know what you think of this podcast.

TIMELINE [43m36s]
00m00s Life after the 30s spot - key premise and arguments.
03m55s Survey reveals that US advertisers feel behind the innovation curve.
05m02s The lack of marketer participation.
07m25s The US TV upfronts and network TV.
13m07s The solution.
14m23s Direct/targeted marketing.
15m32s Viral campaigns - incl. Burger King’s Subservient Chicken.
19m08s The case for horizontal integration.
20m30s Is blogging here to stay?
21m28s Advancing the metrics of blogging.
22m19s Lessons from the Guy Goma incident (BBC news).
24m06s Does the new marketing phenomenom have legs?
25m49s Marketing’s inertia to change.
27m32s Would he change anything in the book?
30m15s Joseph’s dime-a-dozen campaign.
33m55s Who gets it?
36m28s Spreading creativity.
38m47s The agency of the future - generators and integrators.
41m47s The future.

LINKS
Joseph’s popular blog.
His excellent podcast.
A free chapter from his book.

SOME QUOTES (not indicative of the whole podcast)
On the key premise of his book: “…consumers are ignoring us, they’re outgrowing us, they’re not buying what we’re selling…it’s not all doom and gloom, there are a host of viable alternatives.”

On the growth of podcasting: “The thing that troubles me is that when I’m talking to marketers..to agencies…to interactive people…the percentage of people listening to podcasts is disgraceful.”

On the lack of marketer participation in new marketing: “There are three types of people…people that make things happen, people that watch things happen, and people who turn around and say what happened!”

On the lack of marketer participation in new marketing: “You will never understand the disruptive power of on-demand consumption, of the PVR world, unless you have one yourself.”

On understanding user choice and the PVR: “If you have a DVR and you skip ads..and you still buy 30s spots…then you should be fired…it’s hypocritical.”

On the TV upfronts: “The upfronts have peaked…it’s past it’s prime, and that’s a fact.”

On change: “You can’t take incremental steps and expect an exponential result…the networks are trying to tweak the problem…as opposed to reengineering the problem…resistance to change is directly proportional to the amount that one has to lose in the process.”

On the solution: “I don’t think TV advertising will or even should go away completely.”

On direct repsonse: “I believe that we’re all living in direct response hell right now, it’s called quarterly earnings…we’re not doing it for the right reasons.”

On Burger King’s ‘Subservient Chicken’ viral campaign: “Something so flippant, frivolous actually had some very profound and lasting effects after the fact.”

On blogging: “The verdict is in…it may not be called blogging in five or ten years, but what blogging represents is here to stay.”

On Guy Goma’s brush with fame: “The reality is, for better or worse, that one man or woman with a blog can be as relevant, as compelling, as persuasive, as sought after as the BBC…”

On the value of his own podcast: “To think of my life without my podcast, which only started less than a year ago, I don’t know how I would function with the same level of enthusiasm and passion and excitement, gratification that I have right now.”

On the speed of creating advertising: “Google is the antithesis of the entire advertising model, and the biggest difference is speed.”

On which sectors ‘get it’: “The level of innovation and creativity and risk-taking and propensity to adopt and embrace new marketing has been quite pronounced in [certain sectors].”

Music 2006 Pl@stic Soul and The Blue Mile from the PMN

Thanks to MrWeb for sponsoring this podcast.

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