Post by account_disabled on Oct 30, 2023 3:26:58 GMT
We look around to understand what others are doing. The concept of "integrated communication" was born and then evolved into a more incisive "communication". The advertising agency has become a communications agency . Why? What is the difference? Digital transformation was a revolution that changed everything. Touchpoints have multiplied exponentially over the years, mobile has potentially opened up direct and constant contact with consumers, social media has broken down the barriers of one to one marketing potentially and emails remain the means of communication most used by companies around the world. In this revolutionized context, the concept of advertising and consequently of advertising agency is a bit narrow for us.
Cariello, the unforgettable pasta or coffee commercials of the s, the super photo editing servies testimonials like Michael Jordan are increasingly rare things. A few years ago they tried to repeat the Cariello experiment, which was a complete failure as far as I'm concerned. TV commercials, the big commercials I mean, are the privilege of a few companies and TV itself, once the medium par excellence, today is one of hundreds of possibilities for communicating. Influencers have mostly supplanted the concept of testimonials. Advertising no longer exists, in short. Not how we always imagined it today everything must be a high level customer experience . Customer.
Experience is evaluated on all touchpoints, physical and digital, and advertising is nothing more than just one of these touchpoints. And we're not talking about Storytelling . Today it is no longer a concept of creativity. Or rather, creativity is there but it is no longer as we have always imagined it. It's not about running a campaign at least not only but about designing a coherent story that stands out across the entire Customer Journey . Storytelling rather than creativity as an end in itself. What until years ago approximately was practically the only point of contact with our consumers.
Cariello, the unforgettable pasta or coffee commercials of the s, the super photo editing servies testimonials like Michael Jordan are increasingly rare things. A few years ago they tried to repeat the Cariello experiment, which was a complete failure as far as I'm concerned. TV commercials, the big commercials I mean, are the privilege of a few companies and TV itself, once the medium par excellence, today is one of hundreds of possibilities for communicating. Influencers have mostly supplanted the concept of testimonials. Advertising no longer exists, in short. Not how we always imagined it today everything must be a high level customer experience . Customer.
Experience is evaluated on all touchpoints, physical and digital, and advertising is nothing more than just one of these touchpoints. And we're not talking about Storytelling . Today it is no longer a concept of creativity. Or rather, creativity is there but it is no longer as we have always imagined it. It's not about running a campaign at least not only but about designing a coherent story that stands out across the entire Customer Journey . Storytelling rather than creativity as an end in itself. What until years ago approximately was practically the only point of contact with our consumers.