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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : January February 2010
FUTURE#WATCH 8 CAMPAIGNBRIEF JANUARY/FEBRUARY 2010 for digital production and get involved in the nitty-gritty. The secret to this is having a creative leader who has a heart-felt commit- ment to the interactive mindset and is prepared to live it, not just talk it. While production departments have seen great change, the entire agency needs to live and breathe digital innovation, not just see digi- tal as a production requirement. Successful marketing programmes are now being conceived in both the online and real world to take our clients' customers on a journey of brand touch points. It means with more digital channels, the agency communication programme has become real-time and data dri- ven. Ultimately, this means it can be tracked and is accountable. It also means the ideas and strategies you create for clients are getting much closer to something that is useful to customers and part of a consumer's daily routine and habit, rather than just producing a series of advertising messages. If you have a true interactive mindset in place in 2010, it is in the creative department where you will see the biggest changes, especially in how they are structured. In most advertising agencies today, the art director and copywriter team rule, but in a pure play digital agency world that is very different. He re strategy and planning, information ar chite cture, user experienc e and technology are the kings. Most agency managers see how amor- phous advertising is becoming but are in thrall to large numbers of people they employ with specific craft skills. Outsourcing and crowd sourcing are on the increase. Getting the right agency c reative structure with all the varied skills and disciplines working together will be the real focus of creative directors this decade. They will act more like conductors managing the groupthink and always pushing for big business solution ideas for clients that are memorable and measurable. The new agency creative models that will evolve this decade will be grounded on a strong understand- ing of brand marketing functions, as well as operational dynamics that can affect a company's ability to reach audiences and drive sales. I see the true evolving agencies in 2010 being focused on translating client and boardroom business needs into multi-disciplinary mar- keting outputs that operate in bought, owned and earned media platforms. All three of these media channels are data-driven and this means we need to have more focus on accountability right at the early stages of developing ideas. Isn't it results that company board of directors talk about? Shouldn't we bring them solutions that let them see customer interaction with their brands? Finally, your interactive mindset must fit with your agency culture and this is important when hiring new senior digital people and bring- ing them into agency structures. The interactive roles that emerged in 2009 will be highly sought after this decade. Directors of Interactive , Customer Experience Officers, Technologists, Data Planners, Information Architects and, of course, Interactive Producers. The agency culture will always need to be watched as you alter structures, discipline, skills and approaches trying to find the optimum balance between driving interactive media, adding digital functionality and at the same time maintaining a high standard of cre- ative output and revenue streams. The digital revolution that started last decade is helping create an opportunity for agencies to move up the food chain with business leaders. There has never been a bet- ter time for brand owners and cre- ative agencies to work together to create an interactive mindset that will lead to ideas, services and products that are not only focused on both board room objectives but also on a style of brand communi- cation that is truly useful to con- sumers, more engaging and relevant to their day-to-day life. It's always hard to figure out the balance between where interactiv e is now and the major shift to digital that all agencies are on and must take. But rest assured it's upon us so in 2010 raise your digital leaders into key leadership, manage ment a nd cul- ture roles to stimulate those interac- tive minds and you will see agency change happen very quickly and enjoy the results it will bring. Good: In most advertising agencies today, the art director and copywriter team rule, but in a pure play digital agency world that is very different. Here strategy and planning, information architecture, user experience and technology are the kings. Two examples of the new advertising: Yellow Treehouse via Colenso BBDO/AIM Proximity Auckland and Million Project via Droga5, NY
May June 2010