The New Pitch in Advertising

Over the last few years, there has been a steady shift away from the ad channels most of us were used to i.e. TV and radio, print, and billboards- and towards digital media. As we have all read about and seen, there has been an explosion of new advertising companies popping up, competing for the same accounts as the established big boys.

So how are these new firms or their established competitors dealing with the changing landscape. What tricks and gimmicks are they resorting to?

Some are getting creative with their pitch and approach as well as shelling out big bucks to win accounts loyalty and business. The LA Times reports on this growing trend and shift in the advertising world.

Here is one example. When RPA heard that La-Z-Boy was looking for a new ad agency, executives at the company bought one of the company's recliners, trained a Web camera on it and took turns sitting in it, declaring that they wouldn't leave it empty until they got a meeting. They spent Super Bowl weekend in the gold-colored chenille chair and won the $35-million La-Z-Boy account. Not a bad gimmick.

Is the risk vs. the reward of spending big money and time going after these big accounts? What has been your experience?