Full-service advertising agencies are challenged with integrating digital capabilities into their traditional media mix. Technology in the past 10 years moved advertising beyond interruptive one-way push messaging into a two-way participative context. To agencies this represents more than just a wealth of new media options; it requires an entirely new way of doing business. Here’s how the leaders are thinking.
via Andrew Cherwenka: How Full-Service Advertising Agencies Are Becoming Interactive.
I know that I’m not the first person to post a link to this article. I believe it’s truly thought-provoking. I would contend that the ad business is in the midst of significant and transformative change because there’s no longer a dominant vehicle to deliver a single marketing message. There are simply too many, and at time’s more effective tools available. Heck, I would contend that we’re on the cusp of a personalization revolution. Here’s why, we as a society contribute to the accumulation of an amazing amount of information through an unprecedented number of traceable data points. Sure, technology and choice have empowered people to have the ability to more effectively customize how they want to experience life. And, scholars, businesses, and government are able to mash-up terabytes of records to accurately form a wide range of profiles, be it groups, sub-groups, or just one person. The way we communicate and conduct our lives is rapidly evolving.
Illustrations by Travis Coburn
I’ve had the pleasure to work with the Twin Cities local AMA and AdFed chapters to brand some crazy and wonderfully successful events. But, did you know (and this is for you out-of-towners) that Minnesota is also home to the oldest and one of the largest interactive marketing association in the country (maybe in the world).
Created for Tappening by DiMassimoGoldstein, I believe that this is a simple and effective campaign that illustrates the impact of our societies growing use of bottle water and why drinking tap water is a sensible choice.
Client: Tappening.com; Agency: DiMassimoGoldstein
