Carton Donofrio Partners: Stop the Adness

June 24, 2010Filed under Online and Agency Self-Promo

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In the age of advertising overload, it’s no secret that consumers are fed up with intrusive and offensive advertising. To address this burgeoning problem, Carton Donofrio Partners, an advertising agency in Baltimore, today launched “StopTheAdness,” a new consumer-driven initiative which aims to change the way advertising is done.

“Advertising simply isn’t working as well as it could because the social contract – the implicit agreement advertisers and consumers have established to support a productive exchange – has been violated,” said David Smith, executive creative director at Carton Donofrio Partners. “The average person’s exposed to over 5,000 ads per day*. Advertising professionals are now the second least trusted professionals in the world after politicians.**”

By asking consumers what they want, and giving them, an online laboratory where they can start conversations, make contributions and provide feedback, Carton Donofrio Partners is taking a stand against advertising madness and working to inspire change. As part of the movement, Carton Donofrio Partners is also inviting advertisers, agencies and the media, who’ve been talking about the future of advertising – and the implications of new technologies and new business models – to listen in, collaborate and contribute.

The Carton Donofrio Partners project took its inspiration from ethnographic field work conducted in the summer of 2009 by the agency’s sister company, Context-Based Research Group, on behalf of The Associated Press. Context has explored attitudes about news and advertising as part of a set of ethnographic studies for The AP since 2007. That research concluded that information providers should try to build stronger bonds of trust and community with consumers to deepen their engagement with news and advertising.

“ is a place where we (the industry and consumers) can articulate our likes and dislikes about advertising to learn what we can collectively do to improve it,” added Smith. “Marketing needs to be more effective for consumers, thereby making it more effective for brands. Ultimately we’re hoping to collaboratively create a new social contract for advertising.”

Advertising Agency:Carton Donofrio Partners, Baltimore, USA
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