I've always said that when it comes to "advertising", our job only begins when the "ad" is shipped off to the network, insertion is sent to the publisher or certainly when the banners are tagged and uploaded to the adserver.
It's a lesson that comes squarely from working in interactive - a world filled with metrics, measurability and therefore, optimization, reconciliation and course correction.
Now, as we enter a new age of engagement, experience and conversation (pick your cliche), there's going to be a new and I believe, critical aspect of every program, initiative and solution that we birth into this world: maintenance.
On one level, it is as it sounds: upkeep. But it's a lot more profound than that...it's about constantly feeding, nurturing, monitoring, responding and in doing so obliterating the traditional notion of a "campaign" and transforming it into someting that is potentially timeless.
Marketers and agencies are going to need to invest money, effort, energy, passion and more practically, hours into the maintenance of programs and this is going to have all sorts of implications on planning cycles, timelines, compensation and reward.
With this approach, "Subservient Chicken" could have become "Superior Chicken", as opposed to some of the more mindless "executions" that have come from Burger King since...
Note: Inspiration for this post comes from Colleen DeCourcy, Chief Experience Officer at JWT.
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