Monday, June 18, 2007

Bigger and older is not always better

Interesting to see the world of marketing really buzzing over in London, lots off opportunities and good work happening. It makes me smile to see the tidal wave of movement towards digital and integrated marketing and the traditional agencies also now trying to differentiate themselves by wanting to be integrated but by saying they don't consider themselves integrated and that is some way beyond that...how suprising to see them being dare I say a touch arrogant (not). Let us not forget the late 90's when the traditional agencies first ignored then clamoured to be part of the integrated clan. Much time has passed and much learning has been gained but I still see campaigns driven by TV creatives then thrown to the digital team for a treatment...it takes more than a shrewd acquisition and a hire or two to break down years of working practice and to really understand how to interact and stimulate a consumer and not just bombard them with one message through multiple media channels.

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