Sunday, August 28, 2011

Paradigm Shift in Advertising

The hipster intellectual of the 1960s, Marshall McLuhan, had a wealth of opinions about media and advertising, so much so that his famous phrase, "the medium is the message," became the buzzwords for a generation of great advertising companies through the latter half of the 20th century.

McLuhan also once opined, "Advertising is an environmental striptease for a world of abundance."

If he's right, and he probably is, 21st century advertising is already proving to be a show Cirque du Soleil would be hard-pressed to replicate. With the merging of the technologies of radio, print, TV, the internet, mobile devices and social media, it's of paramount importance today to not only get the message right, but the media as well.

To do so, most companies look for an established Advertising Agency with a track record of successful campaigns, an edgy dynamic and useful understanding of all media technologies.

A print ad in a local newspaper or a radio drive time spot just doesn't cut it anymore, now that people's attention is being diverted not only by television, but by catchy internet sites and messaging through Facebook, Twitter and other social media.

That's why it's important for businesses to seek out not only the best and the brightest, but an agency that "gets it," or, as That! Advertising Agency puts it, one which "gets THAT!"

A continuing shift from the traditional to digital advertising creates an environment perfectly suited to this company, experts not only in creative and placement, but also in the fields of marketing, public relations, design and all of the new media, from the social networks to targeted, trackable internet campaigns.

Today's ad agency has to have focus and vision, plus a background in traditional print, TV and radio with a bent toward the wireless, digitized future.

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