Ladies and gentlemen, the backlash has arrived.
Or maybe it hasn’t. Depends on who you ask.
You get out what you put in. No exceptions.
The number of marketing channels is exploding, but the budgets we have to fill them are headed in the opposite direction. These two seemingly opposing trends are being driven by the same factors — a segmented economy, widely available technology, and consumers who have grown up making their own content and sharing it on their own platforms, without the assistance of Big Media.
Additionally, technology has given CEOs the ability to hold marketing departments accountable not just for budgets, but for daily results. When you add it up, it’s no wonder clients are asking agencies to place “smaller bets.”
But working with smaller budgets doesn’t mean you should settle for smaller ideas. It’s not always easy, but you can find ways to be more efficient and shorten the process without taking shortcuts. Some agencies are making the difficult decision to move forward with reduced teams, leading to ideas that are developed without the benefit of diverse viewpoints. But here are a few other paths, so you can keep pushing your ideas without compromising the quality of your work.
When I was a kid, my dad had me study the four gospels: Johnny, Willie, Waylon and Kris. While I’ve grown to appreciate them all in different ways over the years, the one I formed an immediate bond with was Johnny Cash. Even as a 5-year old, there was something about his booming voice and simple narratives that resonated with me. He was unique in my small musical world—a true original.
Putting your bosses on the spot is always entertaining. Kyle Taylor and Zach Baze have worked side-by-side at different shops for over ten years now, but building an agency from the ground up, brick-by-unexpected-brick, is a very different challenge. Being the truth-seeking type, we (the rest of the agency) submitted interview questions to find out why the world needs Fact & Fiction. Our dynamic duo wasn’t allowed to look at the questions beforehand. We hit record and fired away.
After decades of speculation, false starts, awkward hardware, and elusive product launches, virtual reality is finally here for the consumer. I was recently able to take it for a spin, and now I get it. The hype was worth it, and I’m not talking about the stupid drawing game I played or the boring time I had inside of a Van Gogh painting, I’m talking about seeing, understanding… feeling the potential.
Oh, July. That sizzling time of year when we escape the afternoon sun by sealing ourselves in frigid, air-conditioned movie theaters. And lucky for us, Ghostbusters hits theaters this week.
With buzz words like data, targeting, tags, and APIs, the "Math Men" are certainly winning over the hearts and minds of the "Mad Men" this generation -- and with good reason. We've sung the praises of tracking, crafting, and targeting audiences and media buys, and now, with major brands like P&G prepping to buy the majority of its digital inventory programmatically, the focus shifts to data's impact on creativity. What does it look like, and how does it change the role of social and content development? Is there a place for data in the creative process?
One might consider data's role in creativity akin to that of "The Force" in "Star Wars." It can be extremely powerful for those trained in its appropriate use, but in the wrong hands, data can take agencies (and their brand clients) to some dark places.
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