Category: Digital

Tomorrow’s creative team

Back when Bill Bernbach changed the landscape of agencies by partnering art directors and copywriters we thought that this was a major revolution in agency team structure – finally the art department which had up until then really only been thought of as production took its merited role alongside the copywriters to come up with…… Continue reading Tomorrow’s creative team

Has ‘integration’ become a dirty word?

In the rush to evolve the skills of the advertising industry to keep up with an ever changing number of new media channels the buzzword for the last few years has been integration, bringing other skillsets and sometimes other agencies into the fold to deliver an integrated product – whether this was branding, digital or…… Continue reading Has ‘integration’ become a dirty word?

Did AOL peak too early? Are walled gardens the future?

The web is dead, long live the internet – those were the guiding words of a recent Wired article discussing the evolution of how we use the web and the internet – how the relative amount of data and information that we consume in the browser is decreasing compared to the quantity of apps and…… Continue reading Did AOL peak too early? Are walled gardens the future?

Clarifying digital and mobile

It is about time that the industry stopped referring to digital and mobile as channels or as media; we are mature enough now to understand that these are not specific enough and do not group together a set of channels that can, or should, necessarily be used together. The mobile handset exists in a number…… Continue reading Clarifying digital and mobile

The war for digital talent in advertising

Is there enough 360 experience to go around? Are tighter criteria making the talent pool smaller for recruitment today? It seems like everyone is chasing after the golden goose right now – the speed at which digital is invading our industry means that suddenly there is a major need for people that not only understand…… Continue reading The war for digital talent in advertising

Elephant in the room syndrome for agencies

The more I search for information about agency structures and models, the less of it I seem to find, not only are there very few descriptions of the traditional agency structure, how planning, creative and client service work together, but there is even less information about how these models are evolving and what might be…… Continue reading Elephant in the room syndrome for agencies

Reinventing marketing strategy, plans and thinking

As I read the pipeline article on ‘learning to unlearn’ it occurred to me how key this idea is when applied directly to the way we plan marketing and communications campaigns today. The last few years have seen the arrival of new channels, the prevalence of content as key to engagement and have put the…… Continue reading Reinventing marketing strategy, plans and thinking

How do we build knowledge in the agency business?

The question of building knowledge in this industry has arisen more frequently recently, mainly as a result of expanding markets in particular areas such as digital and interactive and also as a result of the economic downturn when many people are let go or changing positions and organisations must fight hard to transfer and retain…… Continue reading How do we build knowledge in the agency business?

Packaging, content and delivery

Mark Zuckerberg is no Steve Jobs, and we probably knew that already. But for those of you that watched the livestream update from Facebook HQ last night (or yesterday afternoon, depending on where you were), and saw the recent Apple Keynote, or have ever seen Jobs present you will understand what I mean when I…… Continue reading Packaging, content and delivery