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DECEMBER 09

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for new media. CG companies need to bend and flex to serve their agency clients, and the way that gets done now is using the pipeline to drive concept and delivery in a really smart fashion. Pipelines may be unique across companies, but the core value doesn't change.You can't create a one-off workflow ever y time for ever y client for every interactive project— a proven pipeline and repeated work- flow is a real strength. "Having consistency of content and specifications early on is a strength, so you are not doing these one-off effor ts in regard to new media.You are always going back to same core of content for adjustments and modifications, and it should be the same premise for a new media campaign. I offer up work we've done for Team Detroit on Mustang and Campbell-Ewald on Chevy Camaro as an example. The strength of that immediate delivery of rich media for banner ads, Websites and pricing configurators comes from our core CG pipeline. It's consistent, it's repeatable, and the level of qual- ity and fidelity stays at the same high bar." WEAKNESSES: "There is a general weakness, and it's consistent: making CG a palatable option for new media. New media, the way it's grown over the last 10-15 years, has been hyper focused on what it is itself… it's modular, it's only for the Web or only for a spe- cific application. Because of that we have been tr ying to get the blinders off, so to speak, and using CG content as a way to help that work flourish across multiple platforms. "So there is a weakness about getting the client to understand why CG is valuable for new media. And by attacking that we are back to our strength proposition, which is — if you use CG as the baseline for your new media production it allows a much greater range and bigger variety of applications and experiences you can bring to bear for your clients, particularly those with 'shiny, hard ob- jects' as their products. OPPORTUNITIES: "What we see is the oppor tunity to work more directly with the media side of the house for new media proj- ects. We are finding great oppor tunities where media agencies are coming direct to production companies and saying,'We have immedi- ate opportunities, in our planning and buying, that need content, what can you do for us and our client?'The tip of the spear now for new media tends to be the online media buy first. And it's a great opportu- nity to get smaller yet impactful experiences out there and to draw from the CG background and our bag of tricks to get that done." THREATS: "There are the consistent ones and all of our own doing. It's about execution and coordination. This evolving production model is raising the parity of all the vendors to- gether — you have your classic agency responsible for core creative and account services, you have your media agency responsible for planning and buying, you have a branding agency responsible for product and brand identity, you have someone like SpeedShape, with executional capability fo- cused on production, etc. The threat is that this multivendor matrix just isn't managed well across those companies." OUTLOOK 2010: "There will be a continued comfor t with CG as a piece of the real toolset for the large agency creatives in new media, and not just around cars but other shiny hard objects like consumer electronics, durable goods, appliances, packaged goods... It's understanding that using CG as a component in a larger campaign is going to get you multi- platform benefits and a unique user experience. TIM QUEENAN Head of Digital Convergence Draftfcb New York (www.draftfcb.com) Draftfcb is a global, behavior-based, holistic mar- keting communications and advertising firm. On the digital front, it cre- ates Websites and applications for Websites, mobile devices and social networking sites. It also provides media strategies for online and search engine marketing. STRENGTHS: "Whatever form of marketing we are doing, the boardroom is always looking for increased accountability. In other words, how are we helping drive the bottom line on the street and with shareholders? More and more, we need to make sure we are moving beyond just creating an impression in the market and awareness of something to show metrics that demonstrate true movement of product.With digital, we can actually show activity.We can see what the behavior was. You're hearing more and more about integrated marketing because digital technology is allowing us to integrate and be accountable across the board. "No one model has figured out how to put it all together, but digital is driving that conversation because we are able to show metrics. Now it's what are the right metrics, and how do we clearly communicate those to make the right decisions? With the strength, comes the opportunity — or threat. It's now a question of how you react to that, and what's the next phase of that campaign, so you can strengthen your standing in market." WEAKNESSES: "A lot of people look at digital and they think it's merely an advertising platform. Brand leaders see news items about FaceBook and Twitter and say, 'That's digital marketing, I should do it.' The fact is, we are just in the initial stages of figuring out how to mar- ket on new platforms. One weakness is the massive misunderstanding out there regarding what digital is good for in the marketing sense and what it's good for in the general communications sense for con- sumers.You saw this happen about three years ago when FaceBook got really big. Ever yone wanted a brand page on FaceBook, but it wasn't being used for that. Brand leaders get very trigger-happy to use whatever the next digital platform is, as opposed to figuring out what www.postmagazine.com December 2009 • Post 31 For Mustang, Speed- shape provided an integrated campaign that included pricing configurators. N E W M E D I A

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