Noelle Weaver write a very interesting post on her Small Agency Diary Blog she entitled it Coming to Grips in the Advertising World. Although I think this is a great title I think that she didnt even scratch the surface of what should have been written based on the title. Shame. I responded with some emotions and ideas that I had, here goes...
This post is appropriately titled “Coming to Grips” because that is exactly what is going on in the advertising world. People are now having to come to grips with the fact that the media convergence is taking place faster than most people can make any sense of it, it puts many of the “numbers” people in a very precarious position because in this transition period they are forced to put their faith in places that they may not be so comfortable with. Interactive agencies are seen as the New Kids on the Block, the new jacks who are trampling all over ad world and stealing the glory away from the prestige of TV, radio and print.
The convergence of media is an example for us all to follow suit and converge ideas, practices and abilities and to try our best by marrying the old and the new. The only way we are going to get a grip on this thing is if we all respect and appreciate each very important role we all play in this very fast evolution that our industry is going through. I especially liked what Noelle said about knowing our audiences intimately, the web is a portal, people date on the web, buy food on the web and even have sex on the web, how much more intimate can we get with our audiences than the web?
When I think about all of the issues being brought up in this blog and I look at what the web and interactive offers us as far as metrics, intimacy, results and the impact of the media itself it is quite clear that we can find most our solutions by embracing the web and accepting it as a major ad platform. Growth is painful and transitions can be awkward but when emotions and fears get involved with decisions and obvious choices, clients rely on agencies to be their eyes and ears, but when the eyes are shut to the obvious because the obvious forces change then it’s the clients who get burned and the industry as a whole suffers.
I think it is now our job to funnel the massive expansiveness of the web and its abilities into real solutions for our clients and to harness the power interactive presents to us as far as delivering the numbers, the results and the expectations of our clientele.