The Glorious Revolt

[Your Name Here] — Mon, 13 Dec 2010 17:02:09 +0000

It seems to me as I am immersed in digital media on behalf of my clients, and myself - it is all looking more and more like an uprising. It is a glorious revolt being fueled by the tools of empowerment now available to all. Marketing and media were empowering only to those corporations with deep pockets, and the ability to "control" the message and the story being told about their brand. It was a dictatorship. But no more. As we all know, the toothpaste is out of the tube. And though small firms and ideas are now taking the floor - being more agile and nimble (like an insurgent), the real future, I predict, is in the power of the individual. Each of us is becoming increasingly relevant and valuable to would be marketers. Each of us becoming marketers even of ourselves and our own opinions and ideas and the things we like.

Personal, digital technology has forced the big brands to speak directly to each and every individual, who can choose to ignore their attempt to engage, or allow them the privilege of entering a conversation. I am not a male 34 - 46, with a family, 2 cars, and so on ... I am David Coston - 46, an individual who read this book, listens to this music, and loves this movie. How will your product or service intersect my life in an individually relevant way? And be careful, because I will only give you one opportunity to ring my digital doorbell. If it is not real and relevant, I will eject you from my sphere like an encyclopedia salesman from the front stoop.

For me and my clients this is all exciting and empowering. We now toil to determine how we are, or must become, exceedingly relevant to individuals we believe will accept our invitation, if you will. But it is surprising to see that most big brands and big agencies are still clinging mightily to the good old days of two years ago, where brand was for TV and digital was a cool toy for the kids. In the article, Mayhem on Madison Avenue in December's Fast Co, writer Danielle Sacks predicts "carnage," siting "Internet disintermediation, recession, and corporate blindness." Going on to quote Aaron Reitkopf, former CEO at big agency Kirshenbaum Bond, echoing his peers he says "There's only one thing everyone agrees on, and that's that there is too much excess: too many people, too much bloat, too much inefficiency. And that in an industry that has laid off more than 160,000 people in the last two years." I'm just glad I'm not still in their shoes... or cool sneakers.

And I believe that if agencies continue to stubbornly see this digital age as a piece of the puzzle, rather than as the puzzle itself, they will soon collapse under the weight of Mad Man reruns, martinis, cigars, and a fat TV media plan. When it happens, it is unlikely to be seen as relevant in the digital world.

See Mayhem on Madison Avenue:

http://www.fastcompany.com/magazine/151/mayhem-on-madison-avenue.html

Source: Mayhem on Madison Avenue (http://www.fastcompany.com/magazine/151/mayhem-on-madison-avenue.html)

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The Glorious Revolt