Close Showreel

Putting All Your Eggs In One Channel

0 Comments

Over the last decade there’s been a drive towards specialism fueled by the rise of new marketing channels and from what we’ve seen it’s driving clients mad.  I’ve had several conversations with clients over the last couple of years, all bemoaning the fact that they’ve had to work with several different companies to get the campaign they wanted.

And who can blame them? Running the average campaign can take 1 Creative Agency for the concept and strategy, 1 Digital Agency to create the website and online assets, 1 Production Company to create the moving media, 1 Print Company for direct mail and 1 Social Media company to run the twitter feed and write the blogs.  That’s not to say these individual specialists don’t play nicely together but without one company acting as project lead, that job falls to the client who’s busy enough as it is…

That’s one of the reasons why we set up Workspace 1.

For several years I’ve seen (and preached to those who know me) that specialism is not the all singing and dancing advantage it once was. Every new innovation or marketing development has seen the creation of another breed of specialist agency, which increases the risk of siloed marketing as a specialist looks to move the focus of the project into their own area of expertise.

Clients want (correct me if I’m wrong) effective, clear and comprehensive solutions.  I’ve got absolutely nothing against specialist organisations in fact, we work alongside an awful lot of them to offer the full range of services we do, and will continue to do so. We merely believe that offering a comprehensive solution to our clients creates more effective communication than putting all our eggs into one channel.

Traditionally we’ve gravitated towards projects where film becomes the central pillar of the creative, as they’re a very effective communication tool, and they’re also fun to make.  We recognise, however, that it’s important to create a well-rounded eco-system around whatever the core platform is (whether this is film, web an event etc) which is controlled by one creative point of contact.  This approach ensures a creative continuity and means that no matter how the customer engages with a campaign, the level of quality and messaging is the same throughout.

There are plenty of people out there who only make films. We make dreams come true. Your dreams. Come run free in the fields with us.

 

Dying Channels Evolve

1 Comment

When the “social media revolution” began, we were told that the old channels were dying. Print, TV, Events were all being rendered redundant, we were told, by this new kid on the block. We were told precisely the same thing* when TV was invented, that it would kill radio.

We’ve been waiting for over 50 years now for Radio to die and it doesn’t show any sign of dying. In fact it’s evolving.

Utilising social media as an enabler, podcasts are essentially an easily distributed form of radio. You can stream thousands of stations from all around the world. If I want to listen to a Venezulian Talk Show, I can probably find a service to do just that.

Social Media has allowed us to interact with these old forms of media more than ever before. Reviews, discussion forums, twitter conversations, if anything Social Media has created a strong interactive glue between old channels.

It allows us to join media up where before they were siloed.

A recent study by We Are Social, compared Facebook with TV to show TV attention is dying. Well, fair enough. With more channels vying for our attention, we’re going to redistribute the way we consume media. The thing is, an awful lot of people view TV with Facebook open on a laptop or mobile device. I know I consume an awful lot of TV with Twitter open on my iPhone, merrily tweeting away a compelling cultural commentary as some idiot bounces off a big ball on Total Wipeout. Second screen interaction is enhancing, not removing the TV experience.

We’re attracted to this glue as it responds to what we say and do, but a lot of what we talk about and refer to (albeit in a non-professional capacity) is still Offline media.

Yes, nothing works the way it did before social media came along, but it’s evolving to work in harmony with it. Integrated campaigns are becoming the norm whereas before it was either offline or online.

A lot is said about the death of Print or TV especially, but this constant speculation about their health is driving innovation in both channels. We’re unlikely to ever see a full demise of either. The effectiveness of both as standalone channels will probably continue to tail off a little, but at the same time history has taught us there’s room out there for more than one way of consuming media, and there’s plenty of us out there to consume it.

*Well I wasn’t, but I wasn’t around then to be told really.

Addendum

Yesterday Russell Buckley declared QR Codes are dead so we expect to see a lot of innovation in the QR code sector now.

Social Share Buttons and Icons powered by Ultimatelysocial