HP Marketing Has A Lot($200,000 Worth) of Esplaining to Do

Man. Has the integration pendulum really swung this hard and fast. HP is rumored to have spent $200,000 on thier latest integration during the "Public Affair" video featuring Jessica Simpson. Click on the title and you will get your own showing of this masterpiece. You ask what do they get for $200,000. Watch and you will be amazed. There has to be some producer sitting by the shore telling his college buddy, far seperated from the scene, that he can't believe he pulled this one off. Trying to make sense of it all, possibly there is a new form of subliminal technology on the market that will make this work. If I was testing the technology I'm not so sure I would use Jessica Simpson as a control vehicle. She has some pretty powerful persusive capabilities on her own. You know, as I sit here thinking, it might not be so new or secret. You should see the Fab 3 crane their necks everytime a McDonald's commercial comes on. I always thought there was some sort of special frequency only audible to children and roaches.

Back on track. Integration is a powerful tool when used correctly. I miss the early days of Turner and more recently Turner South. They got the integration bit before anyone else. When you made a buy for a client they would work for you to make it work even harder and integration was a key ingredient. As it has become an "it word" over the past few years everyone is on the bandwagon but with limited network budgets it gets tougher and tougher. You really have to work for what you get. HP really paid and didn't get a whole lot of anything.