8
From Marketing to Placemaking
BEING WHAT YOU SAY YOU ARE
WHY DID THE AMERICAN ADVERTISING FEDERATION LAUNCH the campaign “Advertising. The way great brands get to be great brands.” in 2001? Because advertising no longer works as well as it once did.1 Companies in consumer and business markets now pay more and more to reach fewer and fewer households and executive decision makers.
Advertisements appear everywhere—we see ads online, on movie screens, on sports uniforms, on the sides of vehicles, on mobile phones, ads nauseum. London-based agency Cunning even pays people, primarily college students, to wear its clients’ temporary tattoo-ads and logos on their foreheads.
In an initiative dubbed “Fake Tourist,” Sony Ericsson employed actors, called ...
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