Who am I to say?: What makes an agency INTERACTIVE?

March 21, 2007

What makes an agency INTERACTIVE?

“Interactive agency” should no longer be used as a substitute for “digital agency”. Just as viral advertising doesn’t just mean Youtube, and guerilla doesn’t just mean wild postings. What if an interactive agencies true focus was on making a better/deeper connection with the consumer? What would this mean? What kind of capabilities would you offer? Sure internet would likely be at the top, but there are so many other ways to connect and INTERACT with people.

Why couldn’t an interactive agency host events? Allow people to try a product before it comes out… That is interactive.

Why couldn’t an interactive agency suggest new ways to customize or build products? That is interactive.

Why couldn’t an interactive agency sponsor intramural sports leagues? That is interactive… it fosters a community… and I bet a lot more along the lines of what Nike is looking for from a new interactive agency. Isn’t the core message behind “Just do it” really “get off your ass.” I don’t think Nike wants anyone sitting around in front of a computer.

The best brands understand interactive, and the best agencies understand that interaction goes far beyond traditional advertising; it is about making a connection. Look at Apple’s stores, their products, their operating systems, even their menus… everything is focused on user experience. Just last week I was speaking with a planner who I believe was doing true “interactive” research. She went around the country observing how people used their remote controls (reminder: this has nothing to do with advertising). She had great findings that have gone on to influence menu systems, remote controls, and the way we watch TV. She is helping create a better user experience, and thus a stronger relationship with the brand. Is this advertising? No. Does it have anything to do with the Internet? No. Is it interactive? Yes.

So how do we become more interactive? I suggest we take a note from Nike, the people looking for a new style of interactive agency. Just do it.

Posted at 05:44 PM in Advertising, Advice, Apple, Interactive Advertising, New ways of thinking, Nike, viral | Permalink

Comments

Nice job updating the blog, jackass.

Posted by: Jeff | April 04, 2007 at 10:34 AM

FUN
I think that loads can be learnt from entrepreneurs such as Ben and Jerry's and their cowmobile (giving away free ice-creams) and lots of other, more subtle and fun things they did. Richard Branson (/Virgin) is another. Building an interesting / fun story around a product / brand such as Reggae Reggae Sauce (sorry, moved on, this has nothing to do with Branson). Inviting people into an interesting story.

SERIOUS
For more 'serious' / technological brands, how about getting brands involved in the development of new technologies / new infrastructures. So that they become embedded in the developments, as opposed to being mere window dressings.

BRAND UTILITY / CREATIVE
Surely one of the important goals for 2008 is to figure out how to marry 'branded utility' with traditional creative advertising. So as to be able to interact with people in a useful as well as a creative (/emotional) way?

Posted by: Eamon | January 07, 2008 at 04:21 PM