Hope.ly: BBDO links the American Red Cross with Bitly

This event report describes how the American Red Cross partnered with Bitly, an online service which shortens long and complex URLs, to reach a new audience.

Hope.ly: BBDO links the American Red Cross with Bitly

Geoffrey PrecourtWarc

"An old poster used to hang in our office," John Osborn, president/ceo of BBDO New York, revealed. It was in the shape of a triangle, with three slices clearly identified: "Fast", "Good" and "Cheap".

"The idea was you couldn't have all three," Osborn told a closing-day audience at the 4A's (American Association of Advertising Agencies) Transformation 2015 conference in Austin, Texas. "You could only have two. So if you needed it really fast and cheap, it probably wouldn't be the best quality.

"Nowadays, you need to...

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