Gregory Coleman Needs To Sit Down

Adweek is running a recap of the 4A’s Account Planning Conference. Yahoo! evp of global sales Gregory Coleman said “digital marketers are still not getting through to the youth market” and that teens – “swear they will not look at any advertising online. It’s a market allergic to the commercial message. We have to do a better job.” Doesn’t that make you want to scream bloody murder? One, because this guy works for Yahoo! Who wants to hear what he has to say when his company is clearly not equipped to handle these fast moving times? Two, because – hello! Teenagers are so super susceptible to advertising. They aren’t allergic to the message. The message just needs to be packaged differently. These aren’t the days of grunge. These are the days of YouTube, where kids are posting their favorite commercials. Oh and spending hours remixing them! These are the days where teenagers and young 20-somethings are totally fine with brands advertising to them as long as they’re paying for their good time and the pairing is correct. Look at SXSW or American Apparel, Diesel’s uMusic festival, etc, etc. These are the days where consumerism is “cool.” Members of Generation Y have 145 conversations a week about brands, which is twice the rate of adults, according to a new study by the Keller Fay Group. OMG. He goes on to say that planners need better insights. Mr. Coleman, we’ve addressed that already. Please go read it.

Dear readers… the whole article makes us tired. You guys have made some brilliant comments on this blog and we thank you. Why aren’t you in charge?

If you want some other notes on the conference, check out the tirade on PSFK. We’re too annoyed to cover it any further.

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