In an editorial for Ad Age, Ian Schafer addresses the fact that in order to produce content that is truly relevant to consumers, the production model looks more like a newsroom than creative agency. Mobile is a huge force pushing towards this. In today's ad world, client-approvals have to happen so quickly to really leverage newsworthy content. Because mobile allows consumers to stay connected to the world wherever they are, good content that they truly are going to engage with is going to be timely and contextually relevant.
He brings up a really great point that brands have invested so much into developing digital channels: social, micro-sites, apps, mobile sites.... the list goes on. Now we're entering the age of really using those channels to the best of their abilities and filling them with content that gives actual value to the consumer.
I think he makes extremely valid points. Speaking as a consumer, everything rings true. If I'm going to read a brand's Tweet, it should make sense why the brand is saying that to me in that moment. I think what this really does is make the creative process even more limitless than it was, and forces agencies to adhere to even tighter deadlines to feed good content to consumers that over time actually does lead to a positive attitude change towards the brand.
Why It's Time Your Brand Invested in a Creative Newsroom | Advertising Age
He brings up a really great point that brands have invested so much into developing digital channels: social, micro-sites, apps, mobile sites.... the list goes on. Now we're entering the age of really using those channels to the best of their abilities and filling them with content that gives actual value to the consumer.
I think he makes extremely valid points. Speaking as a consumer, everything rings true. If I'm going to read a brand's Tweet, it should make sense why the brand is saying that to me in that moment. I think what this really does is make the creative process even more limitless than it was, and forces agencies to adhere to even tighter deadlines to feed good content to consumers that over time actually does lead to a positive attitude change towards the brand.
Why It's Time Your Brand Invested in a Creative Newsroom | Advertising Age
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