jaffe, L.L.C. Launches Online Industry’s First Creative Roadshow “Battle for the Heart”
To Explore the Evolution of Creative in Internet Advertising
NEW YORK(June 2, 2004) Joseph Jaffe, President and Founder of jaffe, L.L.C., announced today the launch
of the online industry’s first national roadshow to focus on creativity in online advertising
(www.battlefortheheart.com.) The show, “Battle for the
Heart” Creative Roadshow, will run in 8 major markets between August and November of 2004.
“There are those who say the quality of creative online is sorely lacking; others believe that the great
work is out there, but we just never gave ourselves enough credit,” says Mr. Jaffe. “My hunch is that
it’s a little of both and that’s precisely why I’ve put together the industry’s first creative event
dedicated to the betterment of, evolution of, and commitment to online creativity.”
The Roadshow will feature some of the leading creative directors in the advertising business including
Eric Hirshberg, Managing Partner/Executive Creative Director of Deutsch LA, the agency behind
Mitsubishi’s breakthrough See What Happens.com campaign.
“The key is to stop thinking of interactive as an alternative medium, and to start thinking of it as
an essential medium,” says Mr. Hirshberg, who will keynote the Roadshow’s Los Angeles event. “We’re
living through the first moments of people actually needing to choose to watch our advertising messages.
In that environment, great creative will no longer be optional.”
“The creative community has been severely underserved by the interactive community,” adds Mr. Jaffe.
“To date, we’ve had an overload of left brain support, fulfillment and investment. It’s time for the
right brain to take over and show everyone what it’s made of!”
The Creative Roadshow is being sponsored by Microsoft’s MSN and sports site ESPN.com, third-party
adserver DoubleClick and rich media providers, Unicast, PointRoll and Eyeblaster. “I applaud the 6
sponsors for supporting arguably the most important conversation in 2004 – creativity,” says Mr.
Advertising Age, Creativity and AdCritic.com will jointly act as media sponsors for the tour.
Mr. Jaffe has assembled an advisory board of both creatives and “friends of creative” to help steer
and guide the content and direction of the events. Members include Brand Marketers Tom Lynch and Jon
Raj from ING and Visa respectively; Executive Creative Directors Tom Beeby, Glen Sheehan and Brad
Epstein from Modem Media, AKQA and the Lord Group respectively; and agency executives including Tribal
DDB’s Matt Freeman and Paran Johar.
The 8 city Roadshow will run across the major markets including New York, Chicago and Los Angeles. In
addition to keynote presentations from featured speakers, Mr. Jaffe will also share a “Best of the
Net” showcase of “some of the best work you’ve never seen.” There will also be a town hall
conversation where some of the most challenging and pressing issues in the space will be debated and
discussed with the participants.
Advertising and Internet executives can request an invitation to the event or find out more information
by visiting www.battlefortheheart.com.
About jaffe, L.L.C.
jaffe, L.L.C. is a “New Marketing” consulting practice, founded by Joseph Jaffe, industry thought
leader, pundit and a former Interactive Media Director at TBWA\Chiat\Day and OMD in New York.
Mr. Jaffe defines New Marketing as “any new approach which helps marketers reach, connect and build
relationships with their prospects, customers and loyalists.”
jaffe, L.L.C. works with both the buy and sell sides, offering a suite of strategic and creative services,
agency relations consulting and training, as well as custom publishing and presentations. Mr. Jaffe’s
recent client list includes MSN, Reuters, Google, CNET Networks, iMedia Communications, the AAAA’s, the
NAA and OPA.
Product or service names mentioned herein are the trademarks of their respective owners.
I think what Joe Jaffe is proposing is a terrific idea. Getting the creative community together
to share work, talk about trends and educate clients can only do the industry good. We need more
industry events that are just about celebrating creativity...events that are by creatives and for
creatives. And knowing Joe, the level of work will be high so it just may serve to "raise the bar"
for all involved.
VP, Executive Creative Director, Modem Media
The industry has matured and with it, the understanding of the need for great creative. Clients,
agencies and publishers are now looking at digital as a medium, a distribution channel for messages
and relationships, and when all the tech solutions have hit parity, creative again become paramount.
The Creative Roadshow has a mission to inspire, challenge and educate clients, agencies and brand
marketers about the changing opportunities and demands for new thinking. The Creative Roadshow is a
unique opportunity to be exposed to thought leaders who are doing world class work that is shifting
the way we look at the tools and ideas available to producing great work for the digital space.
Executive Creative Director, AKQA
Finally, more "show" and less "tell". A few hours with Joe Jaffe and his Creative Roadshow will
inspire you for months. The opening chapters in the short history of interactive marketing have
been written. The chapters to come will be filled with exciting creative work and they will be
written by the people who attend this conference.
The Lord Group
"true creativity remains the most significant untapped potential of interactive - any event that
focuses on this issue is a great idea..."
CEO, North America Tribal DDB
It's about time we had more truly independent forum. Currently, most events are publisher sponsored
road shows focused specifically on the publisher's tactics. The industry needs more advertiser
centric forums that speak to online or integrated marketing tactics presented from their perspective,
supported by truly independent analysis and offered in an impartial setting.
Phil Del Rivo
Group Account Director, Tribal DDB Los Angeles
You, once again, are pushing the advertising industry where it needs to go- leading the horse to water
it desperately needs to drink. I'd be happy to participate, and am happier still that there is something
like this to which I can send some of our staff. Awesome!
Head of Online Marketing, ING
It's about creative and it's about time! Our industry has spent too much time on the defensive that its
refreshing to have one of our best critical minds heading up a showcase that challenges us to take the
offensive and move online creative to its rightful place - atop the interactive food chain next to
measurement and media.
Director of Advertising, VISA
Masha Geller, Director of Marketing, Eyeblaster, Inc., firstname.lastname@example.org, 646-202-1340
Creativity is the trump card in all advertising, across all media," says Masha Geller, Director of
Marketing at Eyeblaster. "A forum that provides a better understanding of the tools and technology
available to the creative community will spawn a new level of creative thought and new approaches to
online advertising that promise the most innovative ads we've seen yet.
Craig Calder at 212-271-2542
DoubleClick is proud to sponsor the Battle for the Heart Creative Roadshow which will help stimulate the
development of cutting-edge creativity online," said Ilona Nemeth, VP and GM, Rich Media Solutions,
DoubleClick. "With increased broadband adoption and innovative new design and delivery technologies,
the sky's the limit for marketers who need to bring their brands to life on the Web. This series of
events should both recognize, inform and inspire the creative designers who are making it all possible."
Andy Ellenthal, SVP for Global Sales, PointRoll, Inc, email@example.com, 212-867-3744
At PointRoll, we believe creativity should never be limited by technology. That's why we're fanatical
about giving creative executives the most open and flexible design platform. Designers should be able
to use any and all Web design tools to create breakthrough online ad campaigns. Suffice to say, we're
psyched to be a sponsor of the Creative Roadshow and to support brilliance in online design," says
Andy Ellenthal, Senior Vice President for Global Sales for PointRoll, Inc.
Unicast Press Contact: Rich Polt, Louder Than Words, firstname.lastname@example.org, 781.487.0002
"The 'creative divide' between Television and online advertising is abating, thanks to renewed
investment in the online space, more consumers using the Web, and powerful new ad formats that expand
the creative pallette," said Allie Savarino, senior vice president, Unicast. "The Battle for the Heart
road show underscores this industry's commitment to advancing the quality and effectiveness of
creative advertising in the online space. Unicast is thrilled to be working on this program together
with advertisers and agencies that are raising the bar for creative possibility on the Web."