Life During Media Arts Time

“Transmit the message, to the receiver
hope for an answer some day” -David Byrne

Media Arts & Disruption, a TBWA\ blog, kindly offers up Lee Clow’s philosophy on the state of the ad game today. Or “media arts” game, as the case may be.
mr_clow.gif
It’s a short but stimulating read. For instance, here’s one key paragraph:

I also believe that we can’t treat people as consumers anymore. They have already become audiences. They expect to be surprised and entertained. They mesh, mash, tune in or ignore what they want. So brands first need to capture people’s attention – today’s generations grew up with off and skip buttons. We must understand this entire shift – as both an art and a science. I’m challenging TBWA\ to understand, brand by brand, how people are using media across their lives. It changes the opportunities we serve up to clients. It changes the ways brands should behave in culture. It means we match audience behaviors to media opportunities and make media ideas the creative ideas themselves.

I tend to think of a consumer and a member of the audience as the same thing. But Clow’s arguing against that. I suppose it has to do with intent. A consumer intends to buy, but an audience member, having already paid the price of admission in some way, intends to be entertained or made to feel at home.
One thing that has not changed for Clow, nor the rest of us, is the need to “capture people’s attention.” We have more means for doing so than ever before, but “media opportunities” do not equal “media ideas.” Media ideas, like all ideas, have to be relevant and highly appealing, or they will be invisible.

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About David Burn

Native Nebraskan seeking the perfect pale ale in the Pacific Northwest. Copywriter and brand strategist at Bonehook. Co-founder and editor of AdPulp. Contributor to The Content Strategist. Doer of the things written about herein.

  • off topic comment

    this has nothing to do with your post. I don’t comment on advertising.
    i just like the picture of mr. clow. Look at him. No beer gut, no hair coloring, no toupee. wow. I admire people like that.
    he is this beach version of John Muir in advertising?

  • http://adpulp.com David Burn

    Lee is a stud. You have to be to repeatedly paddle out into Pacific Ocean surf.

  • off

    I have a policy. I don’t like to be called or thought of as a milf, gilf or cougar, and I don’t categorize men as studs. i’m just saying the lines and depth in his face are equal to the work apparent in his physical condition. It’s the only observations i find myself repeatedly making. Body image, shallow as that might be.
    As for kayaking, lee, Pacific Ocean? Lake Michigan even the southern most point, late october with the good old north winds sweeping across.
    You’re invited. Aint it good to know you got a friend.