Yoav Tchelet
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Advertising – Why The Big Idea is no Longer Enough

We all know the world has changed and is in acontinuousstate of flux.

Mass media is no longer what we are used to – marketing channels are sofragmentedthat the only people that will tell you that you can still use TV as the main catalyst for an ad campaign are traditional agencies.

The rise of agencies of old, on the back of traditional mass media channels -particularlytelevision have created myriad complexity where there should not be.

The creation of multiple disciplines within advertising such as PR, Media, CRM, Events, Branding, Interactive Direct and the list goes on – has only created multiple layers of costs, disconnected consumer experiences and overall poor brand experiences.

At the heart of this all is The Big Idea.

Yes, the great creative idea that all agencies worktirelessly towards at any given time. The great creative idea that will supposedly unlock a campaign so compelling that will ensure consumer engagement andtalk-abilitywell into the future.

The problem is that most agencies are focused on the big idea and that’s where it ends. The agency of the now (not the future, the future is already here) needs to understand that everything is digital. Digital is not advertising and advertising is not digital. We live in a world where engagement happensacrossmultiple platforms and environments.

Technology, which underpins all these engagements, is 9 out of 10 times never factored into the equation.

The best creative ideas today from the likes of Nike, Converse and more all have technology at their core. Its no longer a traditional creative director, art director, copywriter and a planner (if you’re lucky) working together to crack the big idea. But rather a team of visual designers, user experience, programmers, technologists, strategists, project managers, brand planners and more that work hand-in-hand to create stories that are weaved into the day to day experiences of consumers.

Programmers are the copywriters of the 21st century – creating the story telling platforms that keep users engaged at home, at the office or on the go.

The problem lies more at the heart of brands rather than agencies. Agencies will change but only if the brands they represent force this change and this change is happening not because brands want it to but because consumers demand it.

The agencies that have restructuredtheir operations and teams to deal with this change will be the ones that will survive in the future.



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