Apr 2009 Current New Agency Thinking in Advertising
It is funny how you consume media in the internet age.
Some of us call it “information snacking,” some call it “managing feeds.” What is amazing is how we do still end up reading what we want to read and are able to keep up with significant stories or trends — even if they aren’t defined in a few media players editorial calendar as they were before.
I believe this is because the ease of publishing means strong ideas get enough coverage to still have a significant share of voice, regardless of the media fragmentation.
It is also because as humans we tend to build off of each other’s ideas. A more cynical view would be to say we herd around themes.
This WARC article does a great summary of the key themes I see frequently.
The changing art of persuasion in a downturn
There were a number of recurring themes throughout the day, but three were most prominent. First, the traditional “persuasion” model of advertising is broken. Second, the industry is becoming data rich but insight poor. Third, the structure and process of creating advertising has changed little since the days of Mad Men (while the customer, in the real world, has moved on dramatically).