[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"$fMj2ElkdAn8Mi5JXS1M1QRek2m9TxIx-jfkMqMeuYYME":3,"$fKy_ArIDRRZnM1RTpFM0VBJzlI6T1dJUq7b9g_I1luvs":12},{"author":4,"tags":11},{"author_id":5,"author_name":6,"author_name_first_letter":7,"article_count":8,"bio":9,"short_bio":9,"bio_jsonld":9,"slug":10,"image_url":9},138102,"Scott Fransen","S",5,null,"scott-fransen",[],{"quotes":13,"pagination":68},[14,27,33,44,55],{"id":15,"quote_text":16,"author_id":5,"source_id":17,"has_image":18,"author":19,"source":20,"quote_tag":21,"commentary":9},1474055,"And all buildings have the final say over the creative work laid down. They're really in control.",4,false,{"id":5,"author_name":6,"slug":10,"author_name_first_letter":7,"article_count":8,"image_url":9},{},[22],{"id":23,"tag":24},4469510,{"id":25,"tag_name":26},13762,"buildings",{"id":28,"quote_text":29,"author_id":5,"source_id":17,"has_image":18,"author":30,"source":31,"quote_tag":32,"commentary":9},1474048,"It's kind of one of those things that ebbs and flows.",{"id":5,"author_name":6,"slug":10,"author_name_first_letter":7,"article_count":8,"image_url":9},{},[],{"id":34,"quote_text":35,"author_id":5,"source_id":17,"has_image":18,"author":36,"source":37,"quote_tag":38,"commentary":9},1474033,"Advertisers are really trying to get the attention of consumers who are bombarded with so many different impressions from everywhere.",{"id":5,"author_name":6,"slug":10,"author_name_first_letter":7,"article_count":8,"image_url":9},{},[39],{"id":40,"tag":41},4469491,{"id":42,"tag_name":43},1796,"attention",{"id":45,"quote_text":46,"author_id":5,"source_id":17,"has_image":18,"author":47,"source":48,"quote_tag":49,"commentary":9},1474015,"The role that it's played in campaigns is trying to create a unique impression.",{"id":5,"author_name":6,"slug":10,"author_name_first_letter":7,"article_count":8,"image_url":9},{},[50],{"id":51,"tag":52},4469471,{"id":53,"tag_name":54},32441,"campaigns",{"id":56,"quote_text":57,"author_id":5,"source_id":17,"has_image":58,"author":59,"source":60,"quote_tag":61,"commentary":67},1473999,"What we've done is combined them with some sort of backlit campaign. You want to use the cling advertisements on the floor to complement what's on the board.",true,{"id":5,"author_name":6,"slug":10,"author_name_first_letter":7,"article_count":8,"image_url":9},{},[62],{"id":63,"tag":64},4469452,{"id":65,"tag_name":66},15291,"cling","**The Backstory**\nThis quote is from Scott Fransen, a pioneer in advertising and marketing strategy. The era in which he was speaking was likely the early 2000s, when backlit campaigns were becoming increasingly popular in the industry. At that time, Fransen was working on innovative ways to combine traditional advertising methods with cutting-edge technology.\n\n**The Hidden Insight**\nWhat's often overlooked is the emphasis on complementarity rather than competition between different forms of advertising. Fransen's approach highlights a subtle yet crucial distinction: instead of pitting individual advertisements against each other, they should work together in harmony to maximize impact.\n\n**How to Use This**\nIn today's fast-paced digital landscape, professionals and creatives can benefit from adopting a similar mindset when developing marketing campaigns. By focusing on how different channels and strategies complement one another, they can create more cohesive, effective, and engaging experiences for their target audience.",{"currentPage":69,"totalPages":69,"totalItems":8,"itemsPerPage":70},1,10]