Magazine article Marketing

Agencies Must Keep Abreast of New Technology

Magazine article Marketing

Agencies Must Keep Abreast of New Technology

Article excerpt

Change. It seems you're either for it, or against it. On one side, the futurists: change or die. On the other, the apologists: the recession is to blame, things are getting better, seen it all before, get back to what we're good at.

The future can be frightening, and change is a threat.

However, I believe change is inevitable and there are, it seems to me, two options. Stick your head in the sand and pretend it isn't going to happen, or greet it with an open mind.

The sceptics are no doubt right to be sceptical. Interactive media may be further off than the enthusiasts predict. As Winston Fletcher put it in Campaign, it may never catch on. People may still want to shop in shops. Who knows? After all, the effects of advertising are often not immediate, they prepare the ground for a "relationship" with a brand at a later date.

In that sense, the medium is irrelevant. But if the media available changes, then we should at least be in a position to examine the possibilities and declare whether or not something is bullshit from the standpoint of knowing something about it, and knowing when it might or might not be useful.

The starting point should not be what is wrong or right for the agency, or what does or does not fit in with the culture of a particular client (though these cannot be ignored) but what the brand needs at any particular time. This analysis should, in a sense, be "solution neutral": that is, the diagnosis should be made without having decided in advance -- out of habit or self-interest -- that TV, for instance, is the answer. …

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