20 years later, when P&G CEO AG Lafley declared that the marketing model was,"broken", Smart began the task of reinventing advertising. The New York Times credited our

"Cool American" campaign with starting user-generated content. That was the first effort from the Institute of Advanced Practices In Advertising (iapia.org) the public-policy think-tank established by Smart as the first serious R&D effort in the $800 billion global ad business. Now after four years of test and evaluate IAPIA has given us the NeoAdvertising Network. Click to view NeoAdNets 1-8.

We started with the launch of
California Lottery and from
there we snagged work from
Pepsi, KFC, eTrade and Sun.

Since 1986 Smart has been the
pioneer in market segmentation
initiatives and highly targeted advertising efforts.

In fact, we wrote
the book on it. A
best seller, from
John Wiley & Sons,
NY.