Entrepreneurs, the new creative directors?
To follow the logic flow of most people, talking about utility, advertising as a service, making money from advertising content…
Who should be responsible for that?
Doing a brand utility almost means creating a new business model every time.
No fancy execution here, just a gut feeling for what might interest people and how to fill that gap.
So if, as advertising agencies, we want to follow that trend, do we need to hire a new breed of creative? The ones who have a entrepreneurial instinct more than a traditional creative flair? Are the two dinstictive? Can they work together?
How do we recreate other Nike+ for our clients? Who do you give the brief to in a typical ad agency?
As free is now becoming a standard, it means that we have to raise the bar in term of any ouput we are creating. Just because you write a book and give it away for free doesn’t mean people will want it. Just because you create a movie and show it for free doesn’t mean people will want to spend their time watching it. A new application will compete with other people making money out of building them. You get the idea.
It means the content, advertising, utitilies we create have to compete with the best of what’s out there, which totally changes the competitive landscape. From other advertising agencies to movie studios, book publishers, Internet start-ups, design agencies and every one out there trying to get a slice of the market you want to tap into. And it’s a completely different game.
So who has the skills to do that? Who can find potential for new branded utlities, content, etc. our audience will want to engage with?
Do we need to recognise that trend and hire new people in with new skills or do we just need to partner with the right type of specialists?