Unlike previous classic blog posts – transparent attempts to compensate for a lack of attention to this blog by shamelessly republishing old bookmarks (which, nevertheless, are still brilliant) – this edition is to highlight a post made a couple of days ago.
Because it is brilliant. And everyone should both read it and engage with it:
Randall Rothenberg on “A Bigger Idea”: A Manifesto on Interactive Advertising Creativity”
The article is incredibly informative and well-reasoned. Furthermore, “R2” displays a level of passion and candour that few bloggers display, particularly those that are President/CEO of a major trade body.
He names the four enemies of online branding as
- A direct-marketing culture and tradition that devalues creativity and its long-term effect on brands
- An interactive agency business model that disincentivizes greatness and fails to penalize mediocrity
- An unwillingness by mainstream agencies to integrate technologists as full partners in the advertising creative team
- Media industry values and habits that malign and depreciate our own products, and by extension our customers’
The piece contains such great quotes as:
“Attention to beauty is more the exception than the rule in a marketing-services segment (Direct Response) that prizes today’s response to today’s offer over long-term brand lift”
“What’s the biggest difference between a traditional creative agency and a new-age digital agency? Answer: Traditional creative agencies are named after human beings. Digital agencies are named after inanimate objects or nonsense words.”
“This evolution of the creative partnership [integrating technologists] is as transformational a moment as was the invention of the copywriter-art director partnership exactly 60 years ago”
“Our seller-buyer-driven culture is devaluing not just the pricing but the potency of our medium”
Related articles by Zemanta
- Calling time on digital’s cult of accountability (adliterate.com)
- Digital Agencies Start To Step Out Of Creative Shops’ Shadow As ‘Agencies Of Record’ (paidcontent.org)
- How poor metrics undermine digital marketing (socialmediatoday.com)
- Adserver.FatTail.com – Direct Response Advertising (killerstartups.com)
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Filed under: classic posts | Tagged: advertising, Digital agency, Direct response marketing, iab, manifesto, Marketing, randall rothenberg | 1 Comment »
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