Find out about the foundations we have already laid for EssenceMediacom to build the agency of the future.
We’d like to think of it less as a merger and more as a startup. As we lay the groundwork for the new agency, we thought it was important to share some insight into the thinking that will serve as the foundation for our new agency — and that will help clients grow their businesses and reach new audiences.
One of the biggest impediments to taking full advantage of the creative and media landscape of the 21st century is the industry’s continued attachment to silos. The industry is still using legacy and linear thinking at a time when experiences, technologies, communities and platforms are emerging everywhere simultaneously. Continuing to approach advertising as if 30- and 60-second spots should be the starting point and centre of most campaigns leads to suboptimal digital experiences and it too often prevents us from trying new things.
DATA AND CREATIVITY SHOULD BE INTERLINKED
For a few years now, the same thing keeps coming up as one of the main impediments to marketers taking full advantage of the technological advances of the last decade: silos. Data in one, media in another, measurement in yet another, and creativity all by itself.
As an industry, we have been talking at length about the need to break these barriers down. The thinking always goes: If we can bring these disciplines together, we’d have much more effective advertising with easily measurable ROI. Media can no longer be thought of as simply a delivery mechanism, of course. And there are endlessly creative ways to approach media. But the issue is not just about silos across disciplines — obviously media and creative should work in tandem toward the same goals. The fact is our industry still relies too heavily on both creative and media plans beginning with TV ads and mini-films and then parcelling those out into shorter versions in digital media.
These types of outputs will always be an important part of any campaign. But as an industry, we are limiting ourselves when we use them as the starting point or the thing around which everything else is built. We’re in a period of unprecedented opportunity and expansion in terms of communications. But ultimately, the power and potential of creative to build brands is constrained by approaches that are still based around making 30- and 60-second mini-movies.
In other words, the industry is still using legacy and linear thinking at a time when experiences, technologies, communities and platforms — too many to count, really — are emerging everywhere simultaneously. Continuing to approach advertising with legacy practices leads to suboptimal digital experiences and it too often prevents us from trying new things.
As we build EssenceMediacom, we see our role — because we can use our deep knowledge of how modern platforms and ecosystems work — as being a steward that uses our analytical chops to help design better media and creative that aligns with where people and categories are now, and where they’re going to be.
Building our agency this way enables us to design media and creative optimized for the algorithms that drive modern communications. It also works for clients because, among other things, we can continually iterate on our plans and executions to produce a better return on investment.
This is what we mean when we talk about the fundamental integration of media and creative thinking, enabled by technology and data. It brings new ways to deliver the message to any audience; it brings innovative creative ideation; and ultimately, it brings better results for clients. In short, this sort of integration drives creative transformation. And more and more clients are demanding it. Naturally, this thinking can manifest in many ways, and we’ve created work that already bears this out.
One client might need an influencer marketing effort. For another, the target consumer might best be reached via performance content. Maybe addressable TV is the best fit. Or a tie-in with esports and gaming. Maybe it’s all of the above. Or maybe it’s something that hasn’t even been created, something that’s never been done — like building a coral reef for Sheba to raise awareness of sustainable fishing.
We have compiled a PDF that showcases a handful of case studies between Essence and MediaCom that illustrate the innovative and creative thinking we are building into EssenceMediacom.
A CLOSING THOUGHT
We are in an era where relevance sits at the heart of every brand’s growth agenda. But to drive relevance requires different ways of working and a transformed combination of creative solutions. Approaching media and creative with an “everything everywhere” mentality will ensure maximum marketing effectiveness, drive brand relevance, and accelerate growth.