Welcome to our online brand extension. We decided to launch a blog with a specific short-term objective: to promote, support and add value to the AdReview publication, and the AdReview Awards banquet on April 24. Beyond that…we’ll see.
The initial motivation came from Kevin Kleynhans, of our ad agency, The Old Shanghai Firecracker Factory. Kevin pointed out that we could hardly publish a cover story in AdReview about the online tipping point – and ignore the online medium when it came to our own marketing.
Apart from anything else, there’s such a natural synergy. I have long cultivated the notion of a website which takes the ethos of AdReview and converts its once-a-year, snapshot offering into something continuous and current.
AdReview’s primary positioning is as the marketer’s tool. It attempts to provide the best possible resource base to assist those making decisions – about a new ad agency, design shop, PR consultancy or, indeed, any other marketing service.
It’s a service which can easily be extended into an ongoing, constantly updated resource base.
Of course, such a thing is as close to a fully fledged website as to a blog. The difference between the two is not easy to determine. As I understand it, a blog is a website without bells and whistles functionality, but more personal, self-indulgent and rambling.
Well, I can do rambling. But the intention of this blog is to be somewhat more focused and businesslike. Let’s call it a slog. But let’s hope it doesn’t become one.