THE TIME CHANGED : BELIEVE IT!

Funny weeks passed by and you come home thinking was that once we thought before, created before and struggled presenting this ideas to some old fashioned Creative? I recently found a quote by Bob Lord from Razorfish that really helped me realising the time changed.

„We respectfully suggest that what you say — or your agency says — about your brand or your product
matters less than what your customers say about you. And what matters most to them is what your
brand does.“

THANKS.

CLASSIC VS. ONLINE (PART X)

Yes – i work in the agency business, in one of that global ones, big ones, creative ones and media neutral ones.
BUT
I donnot get the point. Last night i had the great chance to listen to some nice ideas by digital pioneers. It started with the typical introduction of some successful founders, owners or managers in the field of digital marketing. Introducing to the topic of mobile marketing in the way the digital landscape changed from their first MAC and bulky mobile phones to the iPhone now! YEAHHHHH the world is great with that piece of ICs, processors and display.
Comming from 10000000 downloads of Apps from the store to some 10000000000000*3600*2+1 calculations that would have led me to a straigh „YOU FAILED“ in my math class back in highschool. Everything has changed, everything will be different and WE can now participate in just producing those thingies and make BIG $$$$.

THANKS TO DEAN DONALDSON (Experience Strategist at Eyeblaster) the keynote lead to the reality again pushed by the future potencial in this channel.
Ckeck out his Blog: www.deandonaldson.com/

Even the iPhone is a „killer“device the reach of this device is still homoeopathic. Also competitor will follow in this field of smart-deivce and even pushing forward in even more directions as the backed services in this field vary a lot from Apple to Google to SonyEricson.

The point that came out quite clear again was, that the professionals in the audience mainly discussed around that new ways of communication, new ways of formats, new advertising. They talked about the shift in spendings and consuming media and content. But i think they all missed that important centerpiece of this future. This devices will not fully substitute existing environments of consuming media and content like the TV settings at everybodies home or the outdoor placement in our cities, on vehicles etc. But they definitely will stretch our media-break-bottle-kneck and connect advertisign straigh to the products and service or deliver complete new services nobody imagines today. We will not talk about a near future without paper and outdoor posts, but a more digital infrastructure in this existing environments that make connections from masses to individuals seamless. We will still need the impact of mass media but connecting it in the right form with the right content (ie. by connected digital billboards) for the interested user (connecting via RFID handshake and 3G connection). This will make that big shift. Not just talking about bollocks and making the most boring look intersting but proofing the smartness of the advertised product right away.

THESIS #1: THE DIGITAL DEVELOPMENT WILL TOUCH ALL FORMS OF MEDIA IN THE FUTURE
THESIS #2: CONTENT COSUMING WILL INCREASE IN TERMS OF QUANTITY AND AVAILABLITY
THESIS #3: THE ROLL OF CLASSIC MEDIA WILL CHANGE
THESIS #4: MOST CLASSIC MEDIA ENVIRONMENTS WILL STAY
THESIS #5: SEAMLESS TRANSACTION FROM ADVERTISING TO PRODUCT, FROM MASS- TO DIRECT-CONTACT
THESIS #6: WE ALL WILL BE WRONG, AND EVERYTHING TURNS OUT TO BE DIFFERENT THAN WE THINK TODAY

DÉJÀ VU : ONLINE : DIGITAL : INTEGRATED : UGC

Sometimes there are days, where you just find youself asking: „have i been here before?“. In those days this feelings come up nearly every day. What has happened the last years in the field of advertising and the reflection of what happens in the digital media – seems to be not recognized by a lot of people you might think this is THEIR GODDAMN BUSINESS – THEY SHOULD KNOW.

Most agencies, even the ones working in the field of DIGITAL donnot reflect the full impact of situation on a global scale. What i mean is not that they are not aware of using the right technology or building great application. I donnot judge any business models behind the different agency models. I am not talking about classic or digital. Of course a lot of the big players just act like a headless chicken, now in times where their loved Million $$$ budgets are frozen or shifted and new income streams need to be generated.

From my perspective the core is around the following questions:

1) WHAT DO WE REALLY OFFER TO OUR CLIENTS?

2) WHAT IS THE VALUE AND THE EXPERTISE IN WHAT WE OFFER?

3) WHO AND WHAT GENERATES THE RESSOURCES WE OFFER?

4) WHERE DO WE WANT TO BE IN 5 YEARS AS AN ENTERPRISE?

I think this makes out most of the questions need to be solved quickly and transparent in every enterprise, as the digital world, especially for agency models on all different levels, is more than a medium to connect people with brands. It’s a medium that also connects people with ideas and streamlines product development of services and digital products.

To make it simple, for what does a client needs an agency if the consultants (in most cases they where called contactors) fluctuate every 1,5 years and with them the agencies knowledge about the client and their market position.

For what does a client needs an agency if 80% of the work is done by freelancers?

For what do you need a partner that you pay 100000 $ for a service, where you know he spends 60000 $ in his office rent?

For what do you need all this, if you find solutions from people offering the identical services 2 clicks deep from google for half the price? The ONLY CAPITAL in the digital world is knowledge, experience and creativity. Machines and plants are over – i thought it’s over since 10 years but it seemes that a lot of so called smart guys still think it’s like in industrial world. Believe me – this time IS OVER! Opensource and Opencreativity is the way enterprises in this field need to reflect in their business models.

Hockeystick charts are over!

One dimensional thinking is over!

I-know-everything is over!

We-are-big is irrelevant!

Content and ideas are relevant!

CREATIVES VS. ACCOUNT

Working in agencies for now more than 10 years let’s you hear some real bullshit. By all parts.

The accounts donnot understand what the idea is about and what technology is needed to bring that idea to life!

Creatives have a great idea but donnot accept any changes need to make a static idea to an interactive tool.

Here i found some good hints, not new but interesting to remind oneself, that helps each part of the game to gain competency:

http://www.imediaconnection.com/content/23628.asp

Read and Listen.