At the aforementioned ANA Enhanced Television task force meeting, new chair, Kevin George, VP Deodorants, Unilever US and Jacquie Corbelli, President, Brightline Partners, provided an overview of some of the very interesting and cutting edge new media work done for the Axe brand.
My 83 year-old mother is on the web all the time and so are many of her friends. Fortunately she is in great health and not in need of products from my friends in the pharma business, but that aside, she is very active in communities of people with similar interests. In fact, on a recent trip to my grandfather’s birthplace in Italy, we stayed in hotels and ate at restaurants recommended by the people on one of the online communities she frequents. In fact, at the hotel she told the young man who owns it that he needs to monitor this community and correct postings about his hotel that contain misperceptions and she wrote up a favorable posting for the hotel that she had him review. Now, how many of you out there are paying new media consultants a lot of money for that type of advice? My mother is available for consultations… 
As has become typical at presentations of these sorts, an advertiser noted..”that is fine for you with a young target (young males) but my business is _____(fill in the blanks – pharma, food, finance) and we have an older target. What are we to do…?” To them I say, get with the program!
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