UKNM: Fast Summit

[Nick Suckley]

In my opinion P&G is driving Fast for one reason and one reason

only...the benefit of P&G - so in that respect I would say it's

*exactly* the same as what they did with telly in the 50s. Something

along the lines of "Well, we've got this new thing, we don't exactly

know what to do with it but we're sure as hell going to drive it the way

we want!"


I don't want to state the obvious but the potential of any medium is

defined by its audience - the fact that the online audience is

measurably big enough (and made up of the right type of consumers) to

attract the interest of P&G is great news as it lends credibility and

value to online media.


I think their approach is less flawed as much as biased toward what's

important to large FMCG advertisers. Remember, P&G's success was built

on "traditional" mass advertising so it's inevitable that's the starting

point. With audiences fragmenting though, I wonder whether old dogs can

learn new tricks!


Nick


Suckley Media

Independent media planning for the net

nick [dot] suckleyvirgin [dot] net

0171 286 2575 


<Thanks Rick>