Week 4- Midweek Post

My Thoughts on Chapter 6:
Most of the chapter seemed like a review of the rest of the book and did not include much new info; however, the example companies were interesting.
To start with Johnson and JOhnson, I like a lot of the things they do. First the idea that you can no longer commit to advertising as far out, seems related to the idea that the consumer has control nowadays. This applies to the advertising companies too, the companies they sell to will no longer commit as heavily or long term as in the past.
I also found it interesting that they saved money when they expanded into multiple advertising venues. This seemed counter-intuitive initially. I liked the idea that they brought ad executives in to "extern" at Johnson and Johnson.
Lonely girl was interesting because it felt like barter. Johnson and Johnson supports the show and that is traded for space on Johnson and Johnson's page. This made me wonder if this could be where online advertising goes. In a way, can it go back to old times and barter?
AKQA: I found it interesting that the company helped Microsoft with developing software development and their digital advertising. As more and more advertising companies learn how to excel in the internet, this seems like a good way to gain a competitive advantage, by adding another digital service expertise.