{"id":533,"date":"2012-03-28T06:31:08","date_gmt":"2012-03-28T05:31:08","guid":{"rendered":"http:\/\/blog.lorenzobennassar.com\/?p=533"},"modified":"2022-08-15T20:28:49","modified_gmt":"2022-08-15T19:28:49","slug":"atruerebrief","status":"publish","type":"post","link":"https:\/\/lorenzobennassar.com\/blog\/2012\/03\/28\/atruerebrief\/","title":{"rendered":"A true ReBrief for the advertising industry"},"content":{"rendered":"

Some years ago I was honored to give a short class on briefings, although I am far from being a master in this subject. But a few things stayed over the years from being briefed so many times. And I can say for sure, that the new Google experiment is a real lesson in humility for the advertising industry. To celebrate the 18th anniversary of digital advertising, ReBrief<\/a> rethinks some of the most iconic cases in advertising history (Coca-Cola, Avis, Volvo, and Alka-Seltzer) and offers solutions to them with the circumstances surrounding nowaday’s world of brand communication. Today’s advertising focuses too much on technology and not enough on people. Google is not an advertising agency, but they have the resources (financial and for sure media) to team up a group of people with their heads very well furnished. Starting with the creators of the original campaigns and followed by a group of professionals who probably have more experience in brand communication than many and most of all, have the knowledge of how technology is used to reach people’s hearts. A message that we should have learned by now. They may not know about programming, but they know what can be done with programming and above all, what it serves.
This is certainly a master class for professionals in brand communication. Because they show us how if the important thing is the people and how to reach their hearts, we now have tools to do so that we never even dreamed of. And more importantly (especially coming from Google), the net is not just the internet.
Google is not an advertising agency. Just as R\/GA<\/a> wasn’t either a little over 10 years ago (it was a postproduction company when I lived in NY. The best, probably). But in my opinion and for some time now, R\/GA is the closest to what advertising agencies will be like in the future. And so is Google now. I don’t think that is a priority in their business plan. I even thought perhaps it’s just a strategy to promote their social network (the only share button that appears is the Google+ one, and many advertising people may be alpha males on the internet), but either way, it is a lesson in humility we should learn to accept with wisdom, elegance, and perspective.<\/p>\n

Introduction (2 min.)<\/p>\n\n

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