Archive for the ‘interactive’ Category
22nd May 09
Within about 5 minutes of arriving at the Telegraph Media Group offices last week, those unvarnished words – first uttered back in 2007 by TMG’s now editor-in-chief, Will Lewis – had been recounted to us, setting the tone for the rest of the afternoon. A bit of a surprise. This after all was the home of the Daily Telegraph, the UK’s biggest broadsheet, famously the ‘paper of the shires’ and historically the bastion of the Conservative party, right? Well yes and no. Invited in by Nancy Cruickshank, TMG’s recently appointed Executive Director of Digital Development, a group of us from BBH and BBH Labs were about to hear how the paper had undergone a complete operational and cultural transformation over the past few years: moving from a print production-led organisation to one intent upon embracing an integrated, multi-format, audience-focused future.
Before we go much further, it’s worth saying what this isn’t about: it’s not another essay on the accelerating declines in the newspaper industry’s circulation figures and ad revenues, as much as these may form the backdrop, even the driving need behind the changes at TMG. Instead, the starting point here is the premise that adland still needs media and media needs adland, no question. And, equally importantly, all of us need to find forward-looking ways to accelerate our own response to the change going on around us. Listening to what they had to say, the relevance for any commercial creative business hit home hard. Here then is an unapologetically positive attempt to capture the implications of what we heard: what can we learn from one media brand’s story?
21st April 09
If the past couple of weeks have seen some of the industry’s finest minds crystallise why there isn’t more great work in the interactive space, then from here on in – inevitably, I guess – this debate is going to need to shift on its axis slightly and focus on the trickier task of finding tangible solutions.
The good news is that there already appear to be some answers emerging, all with the potential to lead somewhere interesting and worth recording. I’m going to approach this pretty organically and see where it goes. Please feel free to jump in, disagree, debate, add your own suggestions etc.
First up, a theme that may seem controversial to some: the wholesale reinvention of a (sometimes much maligned) skill, the art of storytelling.
Ben’s second post caught my attention with the observation that “there’s currently much less of a culture of developing narrative or storytelling on the web” and this got me thinking.
Part of the issue behind this, I would hazard a guess, is the fact story telling as a skill has come to be associated with the old school mores of broadcast advertising. By way of illustration, in his NMA column last week Mark Cridge talked about the need for a creative director to be comfortable with the idea of curation, rather than control. A thought that made complete sense – no question. His piece then went on to conclude “If these are the skills that are going to be important from now on, which type of creative director would you rather work with: a big budget brand storyteller obsessed with control, or one more comfortable with the ebb and flow of the interactive world?”
Reading this, you’d be forgiven for thinking storytelling no longer has a place or is badly in need of rehab. In truth, and I am going to nail my colours to the mast here, it’s never had the potential to be more relevant or exciting.
(For full post click below)
8th April 09
(NOTE: This post is an attempt to capture some of the emerging themes resulting from an earlier and original post on the subject – see http://bit.ly/iZf7 for original post . . . probably worth going there first if you’ve landed here and want to contribute)
Some great, insightful and provocative replies to the earlier question around the perceived paucity of great work in interactive.
First off, I found it fascinating that – to date at least – no one’s responded with a great list of knockout creative, or, in fact, with any knockout creative. This would suggest that there is indeed a problem and that it’s not just perception. Please correct me if I’m wrong here. I’m reassured that various folks who ‘know their shit’ have commented here, and I’m certain they would have picked out the gems had I missed them in my haste to make the point.
Second, what we have emerging is a really very useful list of factors that, together, explain why we’re not yet seeing consistently great work, and in particular strong enduring campaigns, in the interactive space. Factors cited by contributors will be familiar to many, and include the following, which are reported not as fact but as supposition, at least at this stage:
1. SPEED – Our lack of speed in responding to the changing landscape, a blight suffered by agencies of both old & new skools, digital & analogue, hampers creative innovation.
2. ENDURANCE – We suffer a particular weakness at creating . . . (more)
6th April 09
There’s a debate that, if not quite raging, is certainly simmering about the perceived lack of breakthrough creativity in digital brand advertising (for example: http://bit.ly/14HeCe). I think everyone would agree that great work does exist. But maybe just not enough of it. So why the paucity?
Well let’s get one thing out of the way right away. It’s almost certainly the case (please argue with me if you think this is not true) that the percentage of “great work” in interactive is no less than that on any other canvas. Great work is rarer than a Texan in a Smart Car. Full-stop. But there seem some quite specific reasons why there’s not a whole load of stunningly great creative in interactive.
So, a few linked observations about why this might be the case.
One, as an industry, it seems as if marketing is mesmerized by the (very welcome) potential efficiencies & measurability of digital and that this can lead to blindness when it comes to the creative opportunities. The talk is frequently of driving costs down through zero wastage, or improving efficiency (all good of course), and less often about increasing engagement, forging deeper links with consumers over time, storytelling across screens, and so on. How far away are we from work of the quality and ambition of Aaron Koblin or Jonathan Harris in what we produce for clients? To some extent, even average digital work can be more accountable than much of the work produced for the offline world, and sometimes that accountability can veil what is actually remarkably humdrum work. Here one’s reminded of the John Banham quote: In business we tend to value most highly that which we can measure most precisely. Traditional agencies are, in particular, often in the position of knowing they need to produce both more effective and more emotive interactive work, but not knowing remotely how to develop it.
Two, we probably need to stop looking at digital creativity as somehow different . . . (more) Read full post