“The marketing world is so cluttered, it’s so difficult to get people’s attention,” Adrian Ho notes. Fast-evolving interactive technology was revealing tantalizing new creative possibilities. Marketers are certainly putting “trad-ad” messages online, and this isn’t to say they don’t work. But the interactive world can also swiftly undercut those messages via brand critics, marketing-BS detectors, and unhappy, often video-posting customers.
The result: “The picture of a company is being formed much less by advertising,” Ho says. That image, he and his colleagues believe, is being shaped much more by how a company acts–how it helps people, not the clever ways it shouts at the consumer masses.
How a company acts (the media) is the message. And when it’s the agency’s job to amplify those “actions” a truth is being told. I like that.