by Mark Fogelberg
Yesterday evening brought me to Mediabistro's "Advertising: The New Creative Agency" event. Speaking to a crowded house um theater er gallery were 7 bright minds of the business:
As I am steadily working on new media / new technology / new way-of-doing-business projects, I expected the event would offer strong discourse and was proven right. From interactive media spend to UGC to YouTube to product placement to digital usurping other media - quite a lot was discussed.
The questions moved across a range but one constant appeared. Breakthrough digital creative is still very hard to do very well. One panelist, Trevor Kaufman of Schematic, put it quite well when he stated that online offers the opportunity for bespoke ideas. (Anyone who has priced a Saville Row suit to a off-the-rack alternative should be able to sympathize.)
Plus, great digital efforts are labor intensive, demanding a large investment in production line items. If production dollars are still be seen as "non-working" dollars (in the context of media), then investment equations looked skewed.
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