There’s no shortage of “digital” agencies out there. I’m glad. They are a dime a dozen. Our philosophy at the agency is that we believe it’s about being interactive, not digital. An interactive agency…an interactive mindset focuses on more than just the laptop screen. They focus on more than the 3rd screen. An agency that really understands interactive, realizes that interactive is a horizontal proposition that works across nearly all touch points and marketing channels. Print can be made interactive. In-store and on-shelf marketing can be made interactive. Even TV can be made interactive.
This has been my philosophy for roughly 6 or 7 years now and it’s something our agency fundamentally believes in. We’re staffed that way, we hire that way, we think that way, our processes are setup to ensure it happens, our teams are setup that way and we honestly, we think that way.
Good thing, since per an AdAge article this is exactly what customers want, though they aren’t receiving it. This quote really sums up why this isn’t happening
A “huge disconnect” between consumer behavior and marketer behavior persists — thanks largely to CMOs who have not empowered their interactive marketing teams to deliver the consumer experience, consistent across channels, that people expect these days.
This further reinforces the need to consistently be educating clients and helping them setup their internal organizations to take advantage of the full potential of interactive. Our job shouldn’t just be creating marketing plans and executing them; it should also include being their partner and helping them evolve their organizations. That’s the future. Embrace it now.
Global Head of Digital Marketing & Social Media at Campbell Soup Co. Running a marathon at a sprinter's pace. Love ironing and my
