Speaking at Ad tech today, we discussed how the shape of the new media agencies is changing again. I love this business. Because no sooner have you sorted out your organisation to cope with the client demands as is, you need to reorganise because the industry has changed again.
Brand utility is the latest trend – the principle being that because there are so many consumer controlled barriers (PVRs, Sky Plus, general indolence to advertising and the like) that giving useful stuff to consumers is the way to get through. Stuff that is so useful it attracts, engages, builds loyalty, keeps customers happy.
Shiny stuff, as they say at Naked. Good stuff works, though. Colour selection advice if you are Dulux, or traffic reports or train times for Brighton’s commuters, or fun things to play with like Doodle dogs and so on. Widgety goodness. Measuring is is a bit more problematic though. That discussion deserves a conference of its own.
Alastair Duncan
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Member since: 03 Jun 2008
Last login: 18 Nov 2008
Total Posts: 56
