Wednesday, December 13, 2006
Anti-proposition propositions?
Robert Heath's digest of his new research indicates that emotion and creativity are way more important than message. Ivan Pollard spoke at the Battle of Big Thinking about how the message is just 7% of the received communication - which would seem to mean the planners role is now about planning the context for delivery, rather than the channel or proposition. And I wonder what the creative brief would look like, in a world where the proposition is an afterthought, or a secondary consideration?
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3 comments:
From USP to the anti-USP;from content to connection ... ok, I suppose advertising has to reinvent itself from time to time just like consumers do.
Hi hidden
Management Consultants are very good at making things look a lot more complicated than they are to thier clients. usually all that drives it is a new technology platform or maybe regulatory changes. I think agencies are about to experience a big bust 1. if you can get all youtube content through your telly, and everything's on youtube, then what happens to networks? and tv advertisers? 2. if 92% of ads are zapped on Sky+ and 60%-odd TV is timeshifted, what's the point of advertising on it. I think we'll see a new type of agency, more agile and integrated, emerge to cope with the change. And they'll have an interesting-looking creative brief :-)
I agree entirely with you Robin. Agencies will need to adjust to this new reality ... or else!
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