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Ad Week Wrap Up Report – The Digital Influence

Truth is conversations is a by-product of the digital/social age. The two way thing is of course key, but so is the long form nature of YouTube and the flow/frequency of blogging especially the likes of Twitter and Tumblr. What was also cool was the realization that every agency I heard or ran into talked digital.

Advertising Week just concluded and it was cool, if not “epic.”  My favorite panel featured the creative leadership from great agencies including Butler, Shine, Stern and Partners, Leo Burnett, Anomaly, Mekanism.  I believe reason the week (and panel) was great comes down to the idea of “conversations”… a term used by the CCO of Leo Burnett to describe meaningful consumer engagement VS doing ads of any particular kind in any medium.

Truth is conversations is a by-product of the digital/social age. The two way thing is of course key, but so is the long form nature of YouTube and the flow/frequency of blogging especially the likes of Twitter and Tumblr. What was also cool was the realization that every agency I heard or ran into talked digital. But then again, every agency is a digital shop or at the least, an “immerging hybrid”- by virtue that digital is the defining cultural gatekeeper- so if you don’t get digital, it’s hard to imagine (like impossible) that you are connecting with any teen let alone adult based on lifestyle or media consumption behavior.

This made me think of the several things we think about and practice that make digital agencies unique to now and the future:

  1. It’s Never Over- campaign content is a constantly evolving reality…a site, ad networks, 3rd party, social ads are “A/B” tested and tweaked throughout its life based on empirical reads, emotional wear out or because we can/should.
  2. Speed to Market- the ability to commercialize creativity/points of difference “ideas” in hyper time is now a competitive hammer that marketers swing freely and hard.
  3.  It’s ONE World- digital is totally integrated and linked (it is a web after all!) unlike TV, radio, print, retail where getting it synced up is tough for turf reasons and/or logistical ones.
  4. Technology Lives for Change- where as media like 30 sec TV units have been the standard for decades, digital platforms (and ad units change all the time) like “Parallax” reinvents how engagement plays out- vertical fluidity VS horizontal randomness.

As I said, I loved Advertising Week- it made last  week rock.  It got a lot of people thinking and rocking.