Brands put a social spin on their offline advertising

03/24/2013 | New York Times (tiered subscription model), The

The "language of social media" is even seeping into ad campaigns that have no social media element of their own, Stuart Elliott writes. Brands talk about status updates, "likes," friend lists and other elements of social networking in a bid to become more relatable and instantly comprehensible to their target audience. "We were using social media in our ads because it's so understandable," explains Bridgett Judd, group director for strategic innovation at Saatchi & Saatchi Los Angeles.

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