Alan Schulman on the Big Agency Death Spiral
Alan Schulman writing in MediaPost has a terrific piece on the challenges facing conventional agencies as they try to adapt to the New Marketing environment. (We’ve talked here about some of the same issues before.)
Different Channels Demand Different Creative Skill Sets
Posted April 30th, 2007 by Alan Schulman
The velocity at which new media channels are appearing of late is almost dizzying, as creative agencies try to contemplate the best way to execute against each one. Some are putting serious thought into how to reengineer their creative departments to handle both offline and online work - and lose the wall between the two. But others are still taking a more casual approach and leaving all things digital to the “interactive guys” to do. After all, they have more important “big-brand ideas” to ponder.
If you’re a marketer considering which of your creative partners is best to develop compelling branded experiences for these fast-appearing new channels — be it for branded widgets or “World of Warcraft” — here are some things to consider…
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