School is again in session. Thanks for attending the second in a series of short lectures on Notes from Digital Reboot. As you’ll remember from our last class, The Analog Age of advertising agencies is over. What does that mean? What, exactly, has changed? Lots, in case you haven’t noticed.
To a small business owner, their business is more than their livelihood. It’s their dream, their passion, their baby. It’s a big deal. This month, we’re helping Commerce Bank turn their branches into small business centers to demonstrate the brand’s appreciation of everything small businesses do for our communities–and to generate conversations about how Commerce Small Business Specialists can help them do it all more efficiently.
One of the goals of this blog is to feature examples of creativity outside of advertising and share my thoughts about how they apply to my personal and professional world. Often, when I get a chance to teach, I come back to a theme time and time again about creativity in general: Unexpected things happen when you take a different route home.
Back in the day (say, oh, just two or three years ago), this was how a new product was introduced to a large audience: A persuasive yet believable message was created by advertising agency. Message was dispersed through mass media. Mass media machine chugged along until it ran out of client’s dollars or over-exposed itself to every consumer. Consumer was inundated with the message enough to cry “Uncle!” and try the product to see what all the (pre-manufactured, mass-produced) hype was all about. If the consumer liked the product, they’d talk it up with their friends. If they didn’t, then, the opposite.
For the past two days, I’ve been in South Beach, at Miami Ad School for a conference called Digital Reboot. Great instructors, including Barry Wacksman (Chief Growth Officer, R/GA), Nick Law (Chief Creative Officer, R/GA), and Chris Wiggins (Interactive Creative Director, Crispin Porter + Bogusky) to name a few. All trying to answer one question: where are advertising agencies headed in this technologically-driven era?
