This is a great time for the 'guerilla marketer.' The days when you used to have to buy expensive TV time and a yellow page ad to get started are gone.
As wild and anarchistic as 'Deadpool''s marketing was in using the Internet, its viral pieces and billboards, 'Logan' was the opposite. We went really analog and old-fashioned, much like the movie itself.
I knew I always wanted to be 50 percent social media and 50 percent traditional media. Because I believe the stars of the future will need both.
I'm Phil Knight, and I don't believe in advertising.
Money is flowing out of traditional advertising into experiential, social, and sports.
I don't think display advertising is the future of advertising.
If you look at the heritage of the best advertising, you can make stuff that is great for both readers and advertisers. I don't think Don Draper would have loved banner ads.
Just as like the music industry still wishes for the days when it controlled its own production and distribution, the media and marketing world still yearns for the silver bullet of the thirty-second spot on 'Seinfeld,' even as it knows those days are over.
I love traditional advertising and have built my career on it. However, I think that is one option, not the only option. If some of it ends up in that space, fine, so long as it does so because it's relevant to the desired outcome.
I came into the advertising business in 1952, at the age of sixteen, as a delivery boy for a stuffy, old-line advertising agency named Ruthruff and Ryan, which could have served as the setting for the 'Mad Men' television series without moving a desk.
I didn't and don't go to Internet for any business purposes. The book sales for me by this point are way beyond any influence I might have, positively, or others might have, negatively.
We didn't make money but we never lost money. We'd sit around Times Square with fliers, walk around the Village and try and get people to come. Now you'd just tweet it, but that was the beginning of emails, or the beginning of me doing emails - I'm sure there were people in 1986 who were doing emails.
In the old days, advertisers ventured on their own opinions. The few guess right, the many wrong. Those were the time of advertising disaster
It's hard when something's bigged up because you want people to watch it, so you have to promote it. It'd be great if it was the old-fashioned days when there was no press, and you just switched on and thought, 'Oh, God, what's going on?'
