April 15, 2008

Jaffe Speaks

Filed under: Meeting Marketers — Robert John Ed @ 1:43 am

Just got back from the Fine Line, where Joseph Jaffe gave a presentation on his new book, Join the Conversation. It was good to actually see him in person reinforce some of the points in his writing. I’m really glad they picked a good venue, it was quiet and a very nice setting. The only problem is that there wasn’t enough actual conversation. Networking opportunities abound, but no chance to really get to know some local marketers.

This was actually part of a series of speakers on (imagine a deep God like voice booming) “Conversations About the Future of Advertising.” This is put on by the MCAD, or Minneapolis College of Art & Design. So it stands to reason there were many advertisers/agency people in the house, as well as many who are aspiring to join the ranks.

So here’s the real conversation. Advertising is really hurting right now. There are a lot of reasons, but if you are going to go into advertising, I’d point you toward interactive advertising. And I wouldn’t do that anyway. Jaffe made some good points about the Superbowl having three memorable ads and 39 losers. He also recited the fact that separates good marketers from bad marketers; paraphrased “Give me 2.5 million dollars, I will outperform any ad at any Superbowl. Seriously, let me fail.” Any good marketer worth half her salt understands that that kind of scratch could be better spent than a 3 in 42 chance.

He also has a new post today (it’s actually an AdWeek column) speaking about how anyone in agencies should abolish the term “Creative” whatever from their title. I’ve never been in an agency, but I can see where his perspective stems from.

I’m of the mind that we are in a new marketing frontier. Although I don’t think his book had a eureka moment for me, he is certainly working within the new marketing landscape, and I certainly respect him for it. He did a nice job speaking, and he also seemed a nice guy; I congratulated him and thanked him for allowing me a book in the UNM2PNM experiment.

So anyway, who wants to come with me to the last part of the series? April 28th @ the Fine Line? Bueller?



  1. Aaaargh – why didn’t you say hello! Or come to dinner?

    Sorry i missed you but glad you came


    Comment by Joseph jaffe — April 15, 2008 @ 2:27 am

  2. Next time Joseph, assuredly. MN Wild game at 9:15…and it was a doosy.

    Thanks for the great presentation.

    Comment by Robert John Ed — April 15, 2008 @ 1:39 pm

  3. I’m in for the next event. I’ve got it on my calendar.

    Comment by Kristin Vassallo — April 15, 2008 @ 2:43 pm

  4. Wow Robert, it is amazing that we’re pretty much neighbors. I agree, Joseph did a fine job with the presentation. It was great to finally meet him in person.

    We should connect at the BBQ place right next to us or Lord Fletchers when it gets a bit nicer.

    In the meantime, the Fine Line on the 28th sounds like a great idea.

    Comment by Lee Odden — April 16, 2008 @ 3:15 pm

  5. Thanks for the very kind words about CATFOA. It’s been fun to produce. Note: Jaffe’s recent column wasn’t in AdAge, but Adweek. Your referring URL is correct, however.


    Comment by Tim Brunelle — April 17, 2008 @ 3:19 am

  6. Whoops! Thanks for the keen eye Tim. Fixed.

    Comment by Robert John Ed — April 17, 2008 @ 3:46 pm

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