More articles by Craig Walmsley
Planning 2.0: The Next Agency Paradigm Shift
Things used to be pretty straightforward. You had a product you wanted to sell, some folks to sell it to, and some well-defined media through which to tell people about it. A planner knew what they had to do — some customer research, a focus group or two, sometimes a bit of market sizing, a little competitive analysis, some product and Brand interrogation, a little massaging, et voila – a “single minded proposition” — the core message that you wanted to get across to the customer about the product.
Write this up as part of a short “creative brief” to hand off to the “creative team” and you were more or less done. Good clients would work with a forward-thinking media agency, where a media planner would do a similar job for ad placement. Really good clients would want the creative and the media folks to get along nicely and have a chat about what they were up to.
Great clients would want you to do some follow-up research to see how successfully the ads resonated with the audience. Pioneered by Stanley Pollit and Stephen J. King in late 1960′s London, account planning took the advertising world by storm and set the marketing communications creative process more or less in stone.
Losing the Plot
Alas, the Internet was invented and rained all over the advertising industry’s parade. Media is fragmented and fluid, communications are interactive and extended over time, and, when it comes to watching advertising, audiences now have the power to fast forward through ads on the TV, or completely block them from their browser.
“Word of mouth” has been amplified to unprecedented levels, allowing anyone to become a vociferous participant in an on-going, voluble world-wide conversation about the strengths and weaknesses of various products and services. And, of course, digital lets folks buy old things in new ways, new things in new ways, and both old and new customized just the way you want it.
The usual ad agency response to such changes is to insist that they are “media-neutral” and “idea-focused”. Of course, they say, we know that digital has an impact, we’re not living in the past! — and look! – this tag line can be put in a banner! This response is just not cutting the digital mustard anymore. Not least, because under the notion of “media-neutral” lurks the old ad paradigm of “campaign” — a message pushed in fixed media over a discrete period to people who are supposed to passively lap it up and be grateful.
In a recent Financial Times article, Alan Rutherford, Global Media Director at Unilever, noted that in the ad industry at present “there is a struggle to have traditional media and digital and content and PR all brought under one roof at the agency side.” In particular, “there is a disconnect between creative thinking and communications channel management.” His solution was to create an internal team to devise integrated campaigns, most of whom are focused on digital. Jim Stengel, Global Marketing officer at P&G, has called for the account and media planning to be merged together into one role.
Thank you for your cogent comments. You have accurately captured the trend of disintermediation by the Internet.
However, all is not lost, what if there were a web based service that permits the viewer of Internet based television to choose advertisements to watch, independent of the broadcast content being viewed. The advertiser never misses their target and the viewer would have a variety of incentives to purchase the product.
“What if” exists. Let me know if you are interested in “getting the eyeballs back on the product” with a precise ROI.
I fully agree, I recently wrote an articly explaing the same concept. Today I linked at your article.
- Pingback from Weekly Linkage [06-09-06] at Experience Planner
Great article Craig! Really, a fantastic column and one that I was just thinking about.
- Pingback from mindblob » The new creative mind - Design thinking
Leave a Comment
- Preview: What’s Happening at Internet Week New York 2013
- Video from the Westchester Digital Summit
- Automating Core Processes Can Reduce ‘Little Big Problems’ That Ruin Customer Relationships
- Unleash the Power of Mobile: 6 Steps to Lead Generation the ‘Iron Man’ Way
- Who’s Sharing My Brand Images? Why Text-Based Social Media Monitoring Falls Short
Take the Display Advertising Survey for the Chance to Win a Jawbone Jambox!ADOTAS – Industry discussions about cookies, privacy and the impact on display advertising have been frequent — and, in some [...] more...
- Watch it Live: Xbox Reveal, 5/21 at Noon EDT/10 a.m. PDT May 20th 2013 ADOTAS (via CNET) – Check out CNET’s live coverage of [...] more »
- Today’s Burning Question: Implications of Yahoo’s Tumblr Acquisition? May 20th 2013 ADOTAS – Today we’ve solicited comments from industry leaders in [...] more »
- AFAIK: Poptent, Clear Channel Outdoor, Infusionsoft, Silverpop May 20th 2013 ADOTAS — Here’s what jumped out of my Inbox and [...] more »
- Live Twitter feed from Internet Week New York May 20th 2013 ADOTAS – This year’s Internet Week New York (#IWNY) will [...] more »
- Preview: What’s Happening at Internet Week New York 2013 May 20th 2013 ADOTAS — Digital advertising and technology collide this week as [...] more »
- Report: David Karp sells Tumblr to Yahoo! for $1.1 Billion May 20th 2013 ADOTAS (via New York’s Daily News) — Who wants to [...] more »
- It’s Not Digital – It’s Mobile May 17th 2013 ADOTAS — One of the biggest mistakes advertisers can [...] more »
- Preview: What’s Happening at Internet Week New York 2013 May 20th 2013
- Video from the Westchester Digital Summit May 17th 2013
- Automating Core Processes Can Reduce ‘Little Big Problems’ That Ruin Customer Relationships May 17th 2013
- Unleash the Power of Mobile: 6 Steps to Lead Generation the ‘Iron Man’ Way May 16th 2013
- Who’s Sharing My Brand Images? Why Text-Based Social Media Monitoring Falls Short May 16th 2013
- Print and Web Manager
- SEO Marketing PPC Specialist
- Marketing Summer Internship at Clean-Tech Educatio
- Service Line Manager - Digital Media
- SEO / SEM Specialist
- Pinterest Roundup — May 2013 | Technology for Publishing LLC: [...] Early Pinterest Analytics Show Brand Potential [...]
- YouTube Turns Eight As Platform Surpasses More Than 100 Hours Of Video … | HOW CAN I GET MONEY: [...] in the look, feel and behavior of Google Objects. The integration is easy, and
- MobiKeith: Well done. Gr8 read. Concepts can b used in general sales/marketing environment. Tx.
- Client News Weekly Wrap Up: [...] PunchTab founder and CEO Ramjet Kumaran, lists four best practices for using incentives to attract and