Inverge 2007

I had the remarkable pleasure of participating in the inaugural Inverge conference here in PDX this past week and interact with some super folks - Dr. Joshua Green of the MIT Media Lab, Professor Mark Deuze, of the University of Leiden/Indian University, Jeff Yapp, EVP at MTV, Lori Schwartz of IPG's Emerging Media Lab, amongst others.

I was the event's token agency apologist, the fatted lamb to be slaughtered on the altar of participatory culture.   And it was a hoot. 

In a discussion entitled "Tay Zonday, Agencies and Brands", we tipped things off with the history of mass media advertising in one overly facile, reductive slide:

Where the formula variables are:

• the idea (the bigger the better),
• the media (better targeting yields higher impact), and
• the resultant desire.

Then, with a little help from Jelly Helm on visuals, we then talked through the current landscape of virtually infinite choice (extra points if you note the subtle product placement):

Then we dug in.  In the context of 'always on', 'all-you-can-eat', 'anyway you want it, that's the way you need it', are "agencies" Up the Creek?

Naaaaaaaaaaah.

More than ever, we need experts who understand brands. Because brands have never really been only mass media creations.  Sure, mass media got one brand promise out, but the product itself had to deliver.

Coke, for me = 'I'd like to buy the world a Coke' + that 'Mean Joe Green' spot + ice-cold coke on a hot day at the little league game + Pepsi trying tooooo hard, and still sucking + Coke Video Game Spot + Coke China Machinima + Happiness Factory + a cold can in the hand + MCR + Kanye.  Every touch point consistent.  That's BRAND, baby.

So here's a quick summary (insert groan):

If an agency can't add value today beyond ad value, they should get canned.

More later.

Comments

[Daryl Freier]

Hey.
Thanks for a great presentation at Inverge. Definitely a highlight. I'll keep an eye on your blog.