Hearing Kevin Roberts talk last night about his new book, it's interesting that he's trying to own the idea that we're moving to a screen-based media culture - smaller screens, more pervasive screens, etc. Frankly, every half decent planning or media presentation since the inception of the colour mobile phone screen, the ipod and the gameboy have said the same thing. So no props to Kevin for originality then.
However I think there's an impending collision between ad agencies and direct/digital agencies about who is best placed to create content for these screens. Maybe you could factor videogame developers like EA, and even users themselves, into the mix as non-tradtional competition. Do direct agencies have the confidence and skills to create compelling film-based ideas across multiple screen platforms? Do ad agencies understand how intimate and personal these channels are to people? Who will win?
2 comments:
Excellent post Robin. Glad to see I'm not the only one who's not overly impressed by the Saatchi Sisomo concept. To me it seems to focus on the screen rather than the person who views the screen.
Thanks for sharing this one. I think one can't fit all. The different screen, the different content.
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