I was reading today in Campaign Asia about the intense pressure marketers are feeling to continue to come up with the next big idea. They are trying to stay relevant to a consumer base that is rapidly getting smarter and more savvy every minute. This means they are looking to anyone, including their customers for ideas. No longer are their AOR agency partners the holy grail of ideas, and this is sending shock waves through New York, London, Chicago, Sydney, Singapore, Hong Kong, Shanghai and Los Angeles.
As past blogs I have written have eluded to, the game has changed because the consumer has changed. They carry the influence to persuade their community to act, and the traditional ad campaign is treated with the proverbial grain of salt. Advertising air cover is critical in the war to win the hearts and minds of consumers, but it is boots on the ground, the reality of the brand experience, that wins the war today. What is the brand doing as it actually engages and delivers to people. Is it a positive experience they will twitter about to their community, or will it be so counter to the big ad air cover that they will hold the brand hostage with negative WOM to their friends.
Never has the game been so exciting and played with so much at stake for those that used to dominate the brand building and idea generating world...the traditional big ad agency.
Click on the link below to read the Campaign Asia article.
http://www.campaignasia.com/Article/259364,pressure-mounts-as-agencies-search-for-the-next-big-idea.aspx
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