"Brands are not being built on advertising." 
This is a quote from Amex's worldwide marketing boss, John Hayes, in an interview he gives here. 2004 was a big year for Amex and the web. The company created a series of webisodes (5 minute films) featuring Jerry Seinfeld and an animated Superman specifically for the internet. The films were directed by Barry Levinson of Rain Man fame. So some serious outlay. And not a television schedule in sight.
Expect these modern marketing trends to reach Europe soon as broadband growth takes off.
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