Try with media-neutral ideas

Through Gary Stein’s blog I’ve found out an interesting article about Proctor & Gable’s approach towards advertising. The Australian quotes the chairman and chief executive of Procter & Gamble, Alan “AG” Lafley who said that the fast-moving consumer goods marketer could no longer afford to bore consumers with its advertising, but needed to engage them with new, media-neutral ideas.
I’ve found the concept of “media-neutral ideas” particularly fascinating and, at the same time, rather scaring from a consumer perspective. The “invasion” of advertising in our everyday life will become more subtle and somehow invisible, with brands all around us. For integrated marketers, on the contrary, this sounds great, eventually top managers have understood that the TV ads’ reign is now over, and successful promotion need to take a multi-channel approach.