This week, Ad Age published an article Why Large Online Ad Formats Aren’t Industry’s Silver Bullet, which discussed the results of a recent Dynamic Logic Study. One of the key findings from the study concluded that effective ads begin with strong creative. In fact, the study demonstrated that an ad with good placement and shape can be completely undermined by poor execution.
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General Motors has launched an advertising campaign titled “Reinvention” aimed at rebuilding loyalty and trust as it emerges from bankruptcy. In order to be effective, transparency in communication is essential. Regaining the loyalty and trust for their brands from the public, despite the deluge of negative publicity and cynicism, is not going to be easy. Clearly GM understands this, and true to the name of the campaign, they are reinventing how they communicate with consumers. Their recognition of the importance of the web, particularly social media, as part of an integrated communication strategy might likely serve as a model of how companies approach “crisis management” communication moving forward.
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