2014: The Year of Media-Creative Integration?
Traction CEO Adam Kleinberg believes that agencies with integrated, holistic approaches to media and creative will come to dominate both industry discourse and new business wins in 2014.
If 2013 was the year of native advertising and big data, will 2014 be the year of media and creative agency integration?
In his most recent article for Ad Age, In Media and Creative, This Will Be the Year of Agency Integration , Adam lays out the reasons why conventional agency divisions are rapidly crumbling. Hinging on recent changes in technology, Adam contends that programatic purchasing has leveled the playing field between large and small agencies, turning the focus from the cost of an impression to the value of an impression.
If you are going to get value out of an impression, you need to make one. That means being unexpected, creative and media savvy. These things happen consistently when people making the choices sit together and brainstorm, or bump into each other at the water cooler. It happens when they are part of a team.
To read Adam's full opinion on media-creative integration see the full article at Ad Age - In Media and Creative, This Will Be the Year of Agency Integration
Got a slow week waiting for the gears of 2014 to start spinning? Check out this video of my presentation on the "Convergence of Storytelling and UX Design" at the Seattle Interactive Conference in October.
2013 was a great year of tumultuous change in the advertising industry. Lucky for you, the elves at Traction have been diligently typing and thinking away to help you make sense of it all.
This week, iMedia announced the winners of the 2013 iMedia Agency Awards in Scottsdale Arizona. Traction did not win the award for Small Agency of the Year.