2012年最佳与最差广告创意_时事_双语阅读-查字典英语网

2012年最佳与最差广告创意

As marketers recognized social media's value in getting consumers talking about a brand, Madison Avenue went to great lengths -- and heights -- to pull off elaborate stunts that could generate online buzz.

随着营销人员认识到社交媒体在让消费者谈论某个品牌方面发挥的价值，美国广告业界不遗余力地制造了各种有望引燃网上热议的噱头。

Energy-drink maker Red Bull, sponsored a much-hyped sky-dive from space. Earlier in the year, 007 parachuted with a Queen Elizabeth double into the Summer Olympics' opening ceremony, helping jump-start buzz for the Bond film 'Skyfall.'

能量饮料生产商红牛(Red Bull)赞助了一场太空跳伞活动，引起一番炒作。今年早些时候，007和一位扮演伊丽莎白女王的演员一起跳伞并降落在夏季奥运会的开幕式上，开始为007电影《天幕坠落》(Skyfall)造势。

'If people aren't talking about your brand, then you don't exist,' said Rob Schwartz, global creative president at Omnicom Group Inc.'s TBWAChiatDay.

宏盟集团(Omnicom Group Inc.)旗下广告公司TBWAChiatDay的国际创意总裁施瓦茨(Rob Schwartz)说：如果人们没有在谈论你的品牌，那你就等于不存在。

Still, the proliferation of exotic marketing stunts didn't translate into big increases in spending. The European crisis and political and economic uncertainty in the U.S. damped what was supposed to be a decent year for advertising. Chief marketing officers pushed ad agencies to do more with less, said ad agency executives.