Don't throw out the Old with the New
A recent IPA reports revealed that marketing spend was higher in Q3 2013 which was the strongest rate in almost 13 years. In spite of this we must remain cautious because we know that since the recession began, procurement has tightened its icy grip on the purchase of creative services.
There is no doubt that as money beings to flow back into promotional marketing, brands seem to be favouring main media and internet advertising over classic 'below-the-line' techniques, suggesting companies are bullish about creating 'fame' for their brands.
If you talk to most agency bosses about the biggest challenges they face and 'talent' will be high up the list; the recession has meant too little talent cultivation was done as ad businesses hunkered into survival mode. This has not only created a skills shortage it's also created a huge knowledge gap in some key areas.
We are all aware that digital marketing skills are highly sought after and most brands and agencies are now wisely investing in this area. It is also important that agencies do not ignore traditional craft skills. There has been renewed interest in design and copy skills, areas which have been overlooked in the rush to digital.
Indeed, we are finding that even with the coolest interactive and social campaigns, traditional crafts of design, film-making and copywriting are what sorts the wheat from the chaff; the content that is admired and shared from that which is ignored.
The truth is that digital media is now maturing. Thus they require the same craft and excellence that, 50 years ago, transformed traditional poster and TV ads.
The channels may be evolving, but the factors that make some advertising great are immutable.