Relevant Creative

Lots of discussion is happening right now around content strategies and how there needs to be integration between paid, owned and earned media channels. Creativity and innovation is still, and always should be, at the heart of everything we do. However, it is not good enough anymore to spend months coming up with a great creative strategy / idea - no matter how mind blowing the creative may be if you have missed your opportuntiy to be relevant. Brands need to target audiences when they are open to being targeted with relevant content - not content that shouts about the product or brand benefits alone. Media is no longer about negotiating the lowest price for the broadest reach. This thinking just doesn't work when it comes to the incredibly fractured media market we all now work in.

So yes, inegration is key, as is relevant creative and many brands are figuring this out. For agencies, the role that we play when it comes to faciliating our client needs is changing and its important that we keep up with our clients demands and their customers needs.

There is - and should be - shared accountability in every campaign you deploy. For those of you who work in social media on a daily basis you will know that the agency of now and the agency of the future will not be held accountable for just reach metrics, or flashy mind blowing creative but for real KPI's that map back to real business goals and objectives such as sales. Thoughts Digital Think Tankers?