In case you weren’t able to attend the recent ANA marketing conference or you didn’t see the March 26th issue of Ad Age where Bob Garfield talks about the future of advertising I would highly recommend reading this excerpt from AdAge online and viewing the video.
One of the points he touches on is how advertising agencies have not been able to successfully embrace technology or as he calls it the digital revolution to effectively communicate a brand to it’s intended target audience. OK that’s perhaps a bit of a generalization, however, Weiden and Kennedy, Nike’s long time agency, announcing that it would open it’s doors to add additional resources to its roster is saying something.
While I agree with everything that Bob discusses I think it has to be pointed out that a lot of what’s happening online seems to apply more to consumer marketing and less to the business-to-business world. Perhaps the reason behind this phenomenon is because within the business-to-business arena you are dealing more with an older demographic that is slow to change. I have yet to see where large commercial companies who are solely business-to-business are shifting their advertising dollars away from traditional print media to the internet. That said it’s only a matter of time especially as a new generation takes the helm of these old commercial institutions, and it should be the agencies priority to recognize this change and help lead their clients into the future as opposed to following behind or risk being left behind as their clients search for a new firm.
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