David in New York sent this, from outside the Wieden + Kennedy offices there. Metro's a new newspaper. Chris Noonan's a media planner/buyer at Wieden. I'd find this kind of specific targeting a bit spooky. It's what everyone tells us is the future, with smart posters and bluetooth and all that. But I think it'll just lead to a world where we can tune out our own name like we can tune out most marketing. Which would be inconvenient.
Another word for that would be 'personalisation' which direct marketing has been practicing since the year dot. I can't really agree with your gloomy prognosis. I once received an agency brochure that used my first name every so often in the copy... it was tremendously impactful.
Posted by: morgan | May 25, 2004 at 11:07 AM