There is something wrong with advertising today.
I think the problem is three-fold:
1. Marketing exercises tend to be media-specific
2. There is a plethora of media available today
3. It is unviable for an Ad Agency to retain experts in every domain
As a result, the overall thought-process tends to get funnelled toward the familiar, the conventional. Leaving numerous possibilities unexplored - and leaving everyone involved rather suspicious of each other's capability, commitment and interest!
Could there be a better way? I'll hazard a wild swing at this...
Suppose - just suppose - there was a lean, result-focussed, media-neutral Agency+Brand team constituted solely to identify strategic opportunities. The alliance is exclusive and closed-ended. There is no scope for a conflict of interest here.
And now suppose there is a loose, open-ended federation of execution experts wedded to no client - freelancers, if you will - who are commissioned based on skill (or available budget) to draw-up, co-ordinate and execute the various media facets of a campaign.
In short... What if you don't need a traditional, and usually awkwardly, joined-at-the-hip Strategy and Creative team to do Advertising?
What if, eh?
Advertising today, in two charts. -
13 hours ago