Online Creativity And The Rise Of The Machine
The creative imperative in advertising is to do work that compels an audience to engage and to remember. Being memorable is how brands are built. Getting digital media noticed among the daily barrage of online impressions begs for work that breaks through. Work that is unique and consistent over time. Data surely can help brands do smarter work. But for true creative originality, for the big idea, humans are required.
Read MoreContent, Consumers, Brands And Creativity
While it won’t go away anytime soon, the days of brands curating and sharing content as their primary method of engaging customers is waning. There’s no denying that providing relevant, useful content is a way for brands to consistently gain trust and establish leadership. And a good piece of content is eminently sharable. But now that everyone has jumped on the content band wagon, and with the massive amount of content available for sharing, curating alone is simply not enough.
Read MoreThe End Of Togetherness?
My Mom is a stickler for manners. A big part of manners for her are the social graces. A firm handshake. Looking people in the eyes. Acknowledging others, saying hello, and basically being socially engaged and present with our fellow human beings. Anything else was simply rude and not to be tolerated. Old school? Maybe, but it shouldn’t be. The rules of social engagement are certainly changing.
Read MoreWhat's Old Is New... Again
I find this just a little mystifying. I read a LinkedIn post today about “an exciting new form of marketing called “engagement”. And that this new form of marketing relied on this new idea of “story telling”. I guess I missed the announcement, but when did all this become new again? Call me crazy, but as long as I’ve been in the business, all communications were created to engage their audience.
Read MoreSaving The Whales, In A Manner Of Speaking
It’s been quite a run. The digital revolution has transformed the advertising business in the last 15 years beyond anything we imagined. Yet in some ways, the transformation brought with it a dangerous downside. But things are looking up. The digital explosion had everyone living only for the moment deeming a commitment to concept, creative finesse and long-term brand development a questionable
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