March 8, 2010
MEDIA ANALYSIS: Walk the Line
Above-the-Line? Below-the-Line? Whatever. Check out the content in the slide show you’ll see below. The context for the content is this:
In the 1980′s, I was one of two owner/operators of a pretty successful business in the Toronto marketing community called Communiqué. My partner was Tony Chapman (plus we had two other silent partners. Shhhh…) Communiqué was a below-the-line business. In fact, it started right at the bottom of the marketing tank – as an AV/Events company. When you’re down there, you’re truly the bottom feeder of the marketplace. You hoover up the crumbs that fall from the top of the marketplace… projects that the above-the-line agencies don’t want/don’t need.
One of the great things about being at the bottom , however, is that there’s a lot of space available to travel upwards. And one of the not-so-great things about being at the top is that you’re continually having to protect your posterior position from pretenders coming up from below. Let’s face it when you occupy the room at the top, there’s not a lot of space available to travel upwards; and a free fall is very possible.
iPrimate offers a perspective of this above-the-line, below-the-line thing. OK, OK… it’s really not that relevant anymore to the way things are today. We’re all at-the-line, through-the-line and beyond-the-line, I know. However, current situations are always informed by past circumstances. Ain’t that the truth:-?