Brand and advertising
world is changing rapidly.
Brands do not approve
communication ideas that are born to die.
An advertising idea
destined to die in a year is very ineffective both in terms of capital invested
and human resources utilized.
Marketing managers
fighting with the crisis in the world refuse to be generous anymore.
The advertisers were for
long time under the pressure from brands to re-think their methods. As it looks
the revolution has already started.
If you look at the world
acclaimed campaigns in 2011, you will see that they were not built over creative
hooks (creative hook), but on real projects.
If an advertising idea is
an end product of a creative process, project is just an input for something
preacher to come.
Project is not the end of a thing, it is just
the beginning.
Ad campaigns have an
expiration date.
Projects are fertile.
Thanks to the fertility
the projects can live a long and prosperous in digital and other channels.
For example Pepsi’s Voice
of Football” is among the most recalled projects in 2011.
Pepsi's 'Sound of
Football' project lets visually impaired players see the pitch with their ears
What Pepsi says is if you
want to “see” more of the world around you, you need to look differently.
So while the brands and
communications reform, what is research doing?
Unfortunately the world of
research is not as flexible as the world of marketing and communications.
Our industry has adopted Hyper-rationality
as a single purpose of its existence. under these conditions reforms seem much
more difficult for research industry compared to brands and advertising.
Lets park the fact that research
lacks models to generate project ideas but research lacking appropriate models
to test “rich ideas” is something we need to solve immediately.
In the new world where
creative hooks are not the heroes, research needs models to test the fertility
of an idea and the accumulation power of the same.
Ability to answer "How
wide" or "how deep" instead of "how big " will revolutionize
our industry.
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