Tag Archives: advertising

Goodbye Agency, Hello Agency

6 Apr

A recent video that did the rounds of the blogs and Twitter got me thinking. Firstly, watch the video:

The Last Advertising Agency On Earth from FITC on Vimeo.

The Last Advertising Agency On Earth from FITC on Vimeo.

Titled The Last Advertising Agency on Earth, it takes a satirical look at what might happen to the industry if we don’t get to grip with a much more active consumer (ironically, according to industry blog mUmbrella, the video was actually created by advertising agency Saatchi & Saatchi). Though well made and rather funny if you know anything about the media industry, it has also come under fire for being condescending and all too quick to throw the advertising agency out on its head.

The advertising industry isn’t dead, not by a long shot. Yes the consumer is now a lot more active (as explored in the first post on inqbase’s blog), but that’s definitely not to say that the old mediums will be going anywhere any time soon. What few companies seem to realise is that it is in the integration of new and old mediums that the industry will find its feet.

To start off, lets discuss the TVC (TV Commercial for those not in the ad industry). The above video suggests that in a few years it will be obsolete, but take a second to really consider this. There are exciting new steps being made to deliver the traditional TVC to nontraditional mediums, and in a way that ensures that the audience is engaging with the ad. Apple recently submitted a patent application for technology that would make viewers directly engage with an ad – the action would then unlock more of the show. As The Unofficial Apple Blog said, this would be “…something of a Holy Grail for advertisers who fear that their messaging is getting lost in the TiVo/DVR ‘just skip it’ timeshifting era.”

And then there is YouTube. This social phenomenon just hit over 24 hours of footage being uploaded every minute (via Mashable). While including ‘viral video’ in your strategy would be a mistake (you don’t create viral, it happens), it does help to consider what kind of ads would be popular in this medium because then you are really considering the audience. Social media then gives them a way to respond and share their experience with your brand, and suddenly you have what was mentioned earlier – integration of the new and the old.

It is hugely important to carefully evaluate before stepping into social media. It’s not just a matter of telling everyone that they need to be on Twitter (as suggested in the video) or Facebook – it’s looking at whether these mediums are appropriate for you or your client.

This video has been great for kicking off a conversation, but don’t throw the industry in the trash just yet.

(This was originally posted to the inqbase blog, where I currently work. You can view the original post here)