I think this is an amazing quote, and says a lot about what’s driving content innovation these days… Especially as Buzzfeed hires a longtime PepsiCo marketing exec, Frank Cooper, to help them blow up their approach this week…
Anyway: another thought prompted by a throwaway Ellis tidbit in relation to the news that some brands (in this case, Ballantines Whisky) after having escaped the early 2000s gravitational well of “build it and they will come”, slingshotted their way past “build it where the people are” have now set a heading for “deploy fleeting structures of content on other peoples’ networks” by commissioning a digital magazine for Instagram. I’ll get to the point, though. Ellis says this: “Used to be that porn was the vanguard of any new comms technology shift. Now it’s advertising. Has been for a while. Look at where the infomercial people are going” and he’s not wrong.
–Dan Hon quoting Warren Ellis.
GREG SWAN 