Tribble Ad Agency : The Advertising Agency of Record

The post from TheFounder on 10/5 is right on. It underscores the new reality with brand building: brands are not built through advertising. They’re built through PR and the web. The article mentions YouTube and Wikipedia. Both gained incredible prominence virally on the web, but it was national news coverage that legitimized both brands. That’s the powerful third-party endorsement that PR provides. Advertising still has a role. It can reflect back and reinforce consumers’ positive perceptions of a brand. It can hone perception — not create it. And it provides predictable frequency in a different medium. All of these are important qualities. However, they only work once the web and PR foundations are firmly established. Unfortunately, far too many agencies use conventional advertising campaigns as their lead rather than their support.