Expert: Sean Trapani - 1/1/2010

Question
Hello again Sean,
                Thank you for the info for the lead character in my film. It really helps! If you don't mind I'd like to ask a follow-up...

Last time you mentioned VP/Executive Creative Director. So if someone were to be promoted to that high position what would be the position below that one?

And secondly, I just wanted to put some statistical facts around my character's brief dialogue when pitching to potential clients. Basically he's saying how the internet now accounts for (blank) % when reaching today's consumer, and how by choosing his firm those potential clients can expect to see such numbers with their own business. I tried searching for related statistics but have run into dead ends thus far.

Thanks!

Sincerely,

Rico
myspace.com/dominicanhill

Answer
Hi, Rico

Luckily, I cover this stuff in my classes. One of the largest trade magazines for advertising is "Advertising Age" (or Ad Age, as it's referred to). Each summer, they report on the total dollars spent in all media categories for the previous year (TV, radio, print, internet, etc.).

For all of 2008, which is the most recent data set, advertisers spent a total of $142 billion in all mediums. Internet advertising accounted for $9.73 billion. That's 6.9%. What's interesting is that the spending, and the percentage, actually went down between 07-08. In 2007, Internet had peaked at $11.3 billion and accounted for 7.6% of all media spending; and 2007's numbers were an increase of 15% from 2006.

A couple of things affecting the decline might be:  one, the economy. Total ad spending went down from $149 to $142 billion between 2007 and 2008. Two, the rise of social media. Agencies are much smarter about using Facebook, MySpace, Twitter and other social media tools, which are far less expensive than paid online media.

As for your other question, a group CD (a creative director responsible for a group of several brands) would be the position below the VP/ECD.  Some huge agencies, with shops around the world, might also break up their stable of CDs by region.


ST