Jump

#5 The Revolution Will Be Digitized

Posted on: January 17, 2011

We’re reading and watching and listening to lots of discussion about the coming creative revolution — fomented by the ascent of the digital domain.

In an article published last November in Fast Company, entitled The Future of Advertising, Danielle Sacks writes about the “mayhem on Madison Avenue” brought on by the rapid pace of change in the advertising business model — the same sort of change that has already turned the television networks and music and publishing worlds upside down.

Illustrations by Tavis Coburn

The bottom line: “Digital dimes won’t replace analog dollars.” We’re witnessing a sea-change in the way the business of advertising is conducted and all of us — marketers, advertisers, clients, agencies — will be profoundly affected. And, in the destruction of the old ways comes new opportunity — the coming creative revolution.

The article’s case study on Mullen is particularly illustrative of how the entire industry is changing:

“The agency recently caught the industry off guard after being awarded the business of two extremely progressive social-media clients, Zappos and JetBlue. Says Marty St. George, JetBlue’s SVP of marketing and commercial strategy: “I don’t think any of us expected Mullen to win. But we all noticed through its pitch process that you couldn’t tell who the creative people were from the media people or the planning people. They all finished each other’s sentences, regardless of what we were talking about.”

For anyone contemplating how to navigate all this chaos, I highly recommend you take time to read the article — it’s well worth the investment.

Advertisements

1 Response to "#5 The Revolution Will Be Digitized"

Great article to point out. Read it the first time by and jacked, “it’s an exciting time, not doom and gloom,” Lotas has been a specialist partner for companies. This is one fine blog site.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s


  • None
  • Chris Cushing: Nice list. Although the most annoying for me is the new corporate catch phrase "bandwidth." Ooh, Makes me shrug everytime I hear it in a meeting.
  • Maile: Sweet write, great site layout, continue the great work
  • Nate: I have DISH Network and a Sling adapter connected to my receiver and I was surprised to see how many devices that this work on with DISH. I know Comca
%d bloggers like this: