Advertising Age - October 10, 2011

Occupiers
on Wall St.

as Mad Ave.

parties on

Adbusters was behind the
protests, so why didn’t it
target Advertising Week?

■ BY MATTHEW CREAMER

matt.creamer@gmail.com

He thought different

AT THE SAME time that scores of sign-scrawling, chanting protesters were hanging out around Manhattan’s Zuccotti Park last week plotting to turn American business inside out, waves of lanyard-wearing, jargon-dazed ad executives were wandering around Midtown trying to figure out how to best pry into the thin wallets of their countrymen.

Only a 15-minute subway ride separated the panel discussions of Advertising Week from the hue and

See WALL STREET on Page 29

Facebook on hunt for more ‘tentpole’ deals

Steve Jobs revolutionized computing and media, but when it
came to marketing, he was an exceptionally bold traditionalist
Social net needs to close ad
revenue gap with Google
to prove it’s ready for IPO

■ BY MICHAEL LEARMONTH mlearmonth@adage.com

THE APPLE BRAND IS about putting little pieces of the future in the hands of consumers. Yet Steve Jobs, master marketer, took a very traditional approach to advertising.

At a time when marketers obsess over the virtues of targeting, “likes,” dashboards, platforms of all stripes and sophisticated social-media-moni-toring schemes, Mr. Jobs kept it simple: tell the story of how an amazing product can change your life in the best environment possible.

And while many accept the lessons of Mr. Jobs
the product designer and have sought to emulate
him in that regard, it seems they all too often
overlook his influence as a marketer where he was
decidedly—and effectively—old school.

See STEVE JOBS, next page

■ BY COTTON DELO cdelo@adage.com

WITH THE PROSPECT of an IPO looming late next year, Facebook is determined to prove it can be as profitable as it is popular, looking to land more seven- and eight-figure “tentpole” ad deals with major marketers.