Delivering immediate effect might not be the best business model for designing long-term valuable marketing initiatives.
Advertising is known for getting peoples attention and affecting people’s anticipation of an experience or product. Advertising is media related, the effect is purchasable through unlimited scope.
Advertising is direct, unwanted, often irritating and too often exhaustingly repetitive. It’s short compact stories or direct messages, highlighting exaggerations and often packaged in a clichéd pun. It’s responsive, and provides hot bursts of immediate effect, which cools down quickly.
Brilliant storytellers used to change millions of minds for decades, today they gather millions of views on youtube.
In my mind, advertising is faced with a challenge; it’s own business model, label or sales pitch: We move people and products – fast.
There is a need for long term marketing initiatives; digital concepts and ideas need to carry the longevity of product relationships. Which also implies a different way of measuring value. (What are the metrics identifying the value of a relationship? Are they the same as used for our ability to traffic people back and forth from, and around in, cyberspace?)
The question is, if the advertising industry is in a place clients come with the preconception to create long term marketing initiatives, or if one needs to alter the idea of what the advertising industry does if we are to acquire and lead these projects.
As a friend of mine, David Reid, told me yesterday, referencing a quote by Martin Sorrell: “We are not in the advertising business, we are in the marketing communications business”.
I would say Zeus Jones and Berg London certainly aren’t advertising agencies, but they are doing some of the most interesting stuff out there in this regards. On the other hand you’ve got Razorfish, CP+B and AKQA proving me wrong.