"We're witnessing the transformation of legacy models: inherited rules are being rewritten, the big idea has become lots of little ones - individual conversations on mobiles and desktops. What makes a brand is now more than what is shown on TV, heard on the radio or eyed in a magazine. Brands need to be everywhere; brought to life through millions of individual interactions every day."
"Despite clients realising the potential that digital creative has, creative agencies still resist. But why? It's no secret that the last few years have been demanding for creative agencies. By hanging onto traditional approaches that defined their glory days, they've struggled to treat digital seriously; rather than cherrypick data to support their ideas, they have remained on the same old trajectory."
"Many creative agencies still prefer to focus on the big screen rather than finding out how to run effective creative campaigns in a data-rich, programmatic world. In their eyes, digital (display, mobile... the small screens) is TV's ugly little sister. While TV has glamour and experience, digital is naive and dowdy. They think of it as being separate from TV, despite the two moving ever closer together."
Legacy marketing models are transforming as inherited rules are rewritten and campaigns fragment into many individual conversations across mobiles and desktops. Brand value now depends on ubiquitous presence and millions of daily interactions rather than solely on TV, radio or print. Creative agencies have resisted digital, clinging to traditional approaches and treating digital as inferior to TV. Digital specialists often lack creative teams and are excluded from strategic conversations, limiting integrated creative vision. Future effectiveness requires creative and digital media planning to operate side by side, integrating data-rich programmatic capabilities with creative execution to reach reduced consumer attention spans.
Read at The Drum
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