Embracing the Brave New World

Advertisers and their agencies have been busy planning for the anticipated arrival of "technological convergence." Betting on who will win the convergence race, and by extension, which gadgets will become the most widely adopted, has become the agency backroom parlor game of the 21st centu...

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Bibliographic Details
Published inMediaweek Vol. 16; no. 37; p. 10
Main Authors Rowen, Larry, Warren, Dave
Format Trade Publication Article
LanguageEnglish
Published New York Emerald Expositions LLC 16.10.2006
Subjects
21st century
Advertising
Advertising agencies
Convergence
Marketing
Technological change
United States > US
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Summary:Advertisers and their agencies have been busy planning for the anticipated arrival of "technological convergence." Betting on who will win the convergence race, and by extension, which gadgets will become the most widely adopted, has become the agency backroom parlor game of the 21st century. It is suggested that rather than expend precious resources forecasting technological convergence, agencies should spend more time preparing for an entirely new world of messaging convergence. With interactive opportunities available for every promotion, and the ever-increasing pressure to build brands while proving ROI, agencies need to be ready to combine great branding with great direct response. More specifically, it will require the brander and direct marketer to sit down together in the same room, at the same time, and formulate each promotion together.
ISSN:1055-176X