Are You 4G?

The article written by Chris Baylis of Tribal DDB Amsterdam was very challenging. As I begin to put together my creative agency one of the traps that I don't want to fall into is doing business as usual. Using 20th century advertising strategies in a 21st century world does not work. 

The way Chris Baylis illustrates it is the difference between being on a 2G network and a 4G network. He uses the mobile phone network comparison to  show how most agencies take a more linear approach to helping clients create advertising relying on the  traditional advertising methods. (TV, Print, etc.) 

On a greater note even as technology changes, going "digital" doesn't necessarily mean that you are being innovative. Agencies are just digitizing old methods.

I admit I fell in this trap when I was working on my first documentary film for a client. It was meant to be for promotional uses and to help establish the company brand, but looking back I can see that I approached it from a "2G" or "3G" perspective. I pretty much looked at other company's in the same space and looked for ways to make a better product. 

However, now I realize I was following a marketing method that was leading me down the road of just interrupting the audience and not offering any real value value outside of producing a "cool" film. Making the transition from becoming a "3G" creative agency to a "4G" agency is helping clients create culture with their products and services, because consumers are more connected and more savvy than ever before.

Consumers have become the center of the value chain because they have the same technology as the brands have. The power has shifted to the consumer and that can be a hard pill for a lot of agencies to swallow.

Chris Baylis leaves agencies with the following  tips to help upgrade them to 4G:

• Remember that you are in the innovation and disruption business, not the interruption business. 
• Truly understand your value in the marketplace and charge a premium for your services, even in an economic slump.
• If your client's do not want to listen to you find new ones.

What Are Your Thoughts?