How do you reach Andy Sandoz?

There's an interesting article in the 08/08 edition of Campaign written by Andy Sandoz of Work Club fame.

In the article Sandoz mentions a widget available on Firefox called Adblock Plus, which "installs at the click of a button and promptly turns off 99 per cent of all ads". He also mentions that through iPlayer, iTunes, Sky+, etc the consumer needs no great digital wizardry to view TV and online content without seeing any ads.

Sandoz goes on to say that it's "the shift in control from advertiser to consumer that has changed; fortunately, the insight and impact of a good idea hasn't. What's important is what you now do with that good idea to make it interesting, make it innovative and make it of value to me... so I seek it out and engage with it".

I think this is a great way of gauging the ideas that you have in your book. Say you are going to see Andy (and take it from me, this guy pulls no punches) or any other CD for the first time and you have no idea whether your book will be showered with praise or shot down in flames. You may have got the strategies for your campaigns nailed, but have you made these good ideas interesting? Have you been innovative? And are you giving the 'consumer' (or CD) value to the point where they would seek out your ideas to engage with them? Be honest with yourself and you will find your answer.

And as well as traditional book crits, it's also worth thinking about how you are going to be interesting and innovative to grab the attention of a CD who sees good ideas every hour of every working day.

As Sandoz says to conclude his article: "Advertising, come get me."