After returning from the Making Digital Work Conference at BDW, which included some of the most intelligent and forward-thinking minds in advertising, I expected to have all the answers to the digital future. Instead, I walked away with many questions, a revised outlook on the digital landscape, and a strong desire to affect our agency’s future.
I thought a meeting of great minds – like Matt Howell, Gareth Kay, Michael Tabtabai, Alastair Green, Edward Boches, Scott Prindle, and John Winsor – would have it all figured out. But even they, admittedly, didn’t have all the answers:
Stephen King quote – stolen from Gareth: “I’m just surprised that no one’s thought of a better idea yet.”
It took until Day II for me to realize that there wasn’t a single, simple answer. The rise of digital has reshaped our marketing landscape and removed much of the control marketers once enjoyed. Whether the presentation was geared towards art, creative, production process, briefs, agency structure, or the latest technologies – the Mad Men advertising model is useless today.
Solutions to today’s marketing questions are ever evolving. What might have worked yesterday, may not work tomorrow. And as scary as today’s marketing landscape appears to many, we are living through the most interesting period in our industry.
The rules have indeed changed. Campaigns as we once knew them are dead. Instead our commitment needs to be about creating experiences that encourage:
- conversation (social)
Despite the conference’s digital focus, it is clear that nobody believes interactive will replace all other forms of media. Though transmedia seems to be the hot term these days, I am a bigger fan of Tabtabai’s digiraditional. While this term was introduced jokingly, it highlights the fact that there isn’t an all-encompassing term for what a successful campaign should consist of today.
What does digiraditional really mean? Well, nothing… What it stands for though, does matter.
No longer will brands be able to shout at consumers.
Successful brands are providing real value through ongoing, relevant, and shareable content, experiences, and narratives. Agencies are beginning to figure this out. And yet many still have old agency structures, outdated internal resource bases, and broken financial models – which greatly hinder their ability to produce the brand experiences consumers’ desire.
In order to better service our clients, sell top-level work, and exploit today’s interactive toolbox we must break down archaic agencies structures.
Maybe that’s the answer. Prepare your agency for the digiraditional future.
…Oh, and by the way, it’s here.