Why is it called above the line (advertising) and below the line (direct marketing)? Someone said it had to do with accounting. Well there is a new sherriff in town (around the line?) in non traditional marketing including PR, viral marketing, events and branded entertainment. This important new area is trying to make up for the declining (but still important) 30 seconsd spot. Some agencies like Crispin Porter claim to be media neutral (they invented subservient chicken.com - go see it). But the whole area seems like the wild, wild west and is ripe for agencies like Naked London (media planning) to rise up and take center stage from the ad agencies. On the other hand the ad agencies might reinvent themselves like Crispin Porter.
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