Chaos Scenario
I finally got through reading Bob Garfield's latest installment of his Chaos Scenario series. I know I'm a week late, but cut me some slack...its been busy around here.
You should know the story by now. Mass media and the shotgun marketing strategies that it has enabled for years are both dying on the vine. In steps disaggregated media consumption, forcing marketers to stop all of the yelling and actually build relationships with consumers...all powered by the web. Its not happening overnight, but the winds of change are blowing and you ad agencies better prepare or find yourselves one day without a paycheck.
If you haven't read it, you should, as he has laid out tons of evidence of this change.
I particularly like the story he tells of Jan Leth, executive creative director of OgilvyInteractive North America. Its about an assignment they had for Six Flags.
"They had a promotion for their 45th anniversary. They wanted to give away 45,000 tickets for opening day to drive traffic. So we got a brief to do whatever: ads, microsite, whatever. But our interactive creative director just went off and posted it on Craigslist. Five hours later, 45,000 tickets were spoken for.
"No photo shoot. No after-shoot drinks at Shutters," he adds, with faux regret. Then, with somewhat less irony: "Now, the trick is, how do you get paid?"
Thats a good question.
