I completely agree with you on several of your comments.

- The problem with names are that they are stereotypical labels, unfortunately we need them in order to bring forth coherent meaning in our discussions.

- And with the “moving people” reference, of course you are right. I was painting it in black and white in order to make a point with the investments in display advertising online – linking back to my original intention with the post: Would companies come to people designing immediate impact display advertising to build and design long term branding initiatives?

Thanks for adding your ideas and nuance Olle.

Best
Helge

Definitions and names are meaningless, unless it’s grounded in the knowledge that clients will look for whatever the definition is. Advertising agency still works well in that respect. It could be brand communications agencies (which I personally think is more fitting). It’s more than just advertising. It’s marketing too, just like you say. Creating experiences.

I think we can care less about titles/names and stuff, and just come up with ideas that build strong brands, long term, and prove that it also helps sell products and services short term. They are one and the same – only zoomed in or out.

I don’t think the “we move people and products – fast” is correct. I’ve never experienced that to be some universal explanation of what we do. As a matter of fact – long term thinking is probably the biggest problem on client side, for numerous reasons. Many brands have a good understanding of long term brand building and brand equity – and what it does for sales in the short term. But there are many that don’t. That’s a/the problem.