Creative Corner - June'08

It's challenging times for you marketers. It's getting harder and harder to get your message across. Not just because of the myriad of new media out there, but also because the consumer has fundamentally changed. She's no longer glued to the TV. Instead, she's spending most of her time surfing the Internet while the TV quite often serves as a sort of comforting background noise. She's no longer transfixed to the daily newspaper over breakfast. She prefers to get her news online and on the go. And she rarely clicks on your banner ad because it interrupts her browsing and stops her from finding the stuff she's really interested in. Like YouTube clips and new applications on Facebook.

So why does conventional media still command the lion's share of a marketing budget?

Sure, TV, outdoor and press still has traction. But its power is dwindling - especially among the youth. A stark reminder for me of how things have changed is the fact I never see my kids in the living room anymore - they're aged 13 and 14. Instead, they hide themselves away in their bedrooms armed with their computer, MSN messenger, Facebook, PSP and iPod video. They occasionally make an appearance for American Idol or Heroes. Nothing else.

So why the lack of investment in new media and new, braver strategies?

I believe we are an industry gripped with fear of the unknown. Marketing directors, who have built their careers on building brands via TV and press, are finding it difficult to let go of something they know and trust - and venture into untested waters. Going somewhere you've never been before is scary, especially if you're blind.

And then there's the agencies. Archaic entities that mostly abhor the digital space for spoiling the party. Making TV and print ads was easy. Reaching people through a variety of complex channels and in strange, unfamiliar formats, is hard.

Here's the point. Both sides need to adapt. Because if they don't they will become extinct - and trust me, an awful lot of brands and agencies will die because of their unwillingness to change.

But there is good news for those that can see beyond the daunting challenges ahead. The fundamental principles of building a brand are the same - and will probably never change. Not in my lifetime at least. 

Where are my customers? How do I reach them with my message? How do I engage with them emotionally and differentiate myself? How do I create love and loyalty for my brand? How do I start a dialogue and keep it going?

These are the questions that were asked in the past and that will be asked in the future. The big difference, of course, is the answers have changed. Those marketers and agencies that have the courage to change will find those answers.

And as such, have nothing to fear.

Andy Greenaway

Regional Creative Director

Saatchi & Saatchi