This is the latest thingie from Russell's campaign series and i find it so amazing and so to the point that I am seriously thinking about calling a planners meeting to discuss just this.
With Russell's permission I will paste this here
"It seems like we're about to enter a period where our digital lives will be full of the online equivalents of those messages you find on your television when you check into a hotel; always welcoming someone who's got a name a bit like yours. Never actually your name. And you wish they just hadn't bothered"
and try to underline how important it is for everyone to understand that we will not make our advertising more effective if we make it more targeted, because it simply needs to get more relevant.
I expect that's why Cadbury's gorilla, while apparently not making Cadbury so much money, not allowing any advertising practitioner to discover its secret strategy and not having much of a target audience, did so well :-)
communication is essential to business making and it involves more than the ability to name your product, write a tag line or a press release. It's an intricate, rational and scalable effort and, let's face it, not anyone can do it.