"THE TRADITIONAL APPROACHES ARE NOW OBSOLETE. ONE HUNDRED YEARS OF MARKETING THOUGHTS ARE GONE. ALTERNATIVE APPROACHES AREN'T A NOVELTY. THEY ARE ALL WE'VE GOT LEFT."
I work in advertising. Well, marketing. Scratch that... I work at a company that does a lot of things (including marketing and advertising). Argh. Who likes being confined to a definition? It doesn't allow for agility. And agility, in my point-of-view, is the key facet driving modern business.
Audience behaviors are changing; technologies are evolving. People make purchasing decisions differently; companies are driven by a new set of needs.
There are a handful of companies that really grasp this paradigm shift. A few notable ones:
Victors and Spoils - The Crowdsourced Agency
As the world’s first creative (ad) agency built on crowdsourcing principles, it’s our goal to provide businesses with a better way to solve their marketing, advertising and product-design problems by engaging the world’s most talented creatives.
Why are we doing this? The way we see it, companies need an alternative to both current ad agencies as well as current crowdsourcing platforms. One that offers the strategic direction, engagement and relationship management that agencies deliver today, but one that also delivers the engagement, cultural relevance, results and return on investment that crowdsourcing {if managed and directed well} can deliver.
Anomaly - The Intellectual Property Development Company
A few quotes from the various media outlets:
Anomaly is defiantly not an "Ad agency" the company sets store by developing its own intellectual property which it can licence to clients in return for share in revenues. Their aspiration is to be a product developing IP company, marketing their own portfolio of IP as well as doing that for major brands.
- Creative Review
Since its inception in 2004, the founders and directors have truly shown a different way of doing things, blurring the borders between providing traditional marketing services and working as a business development partner. Eschewing the traditional client/agency relationship, Anomaly works to develop intellectual property for both itself and for its clients...
- Business Week
Google Creative Lab - The In-House Marketing Department
The Lab's manifesto, care of former Executive Creative Director, Robert Wong:
The long version: "The Google Creative Lab is a small team that strives to rethink marketing across every kind of media, currently existing or not with Google as its sole client. Our mission is to 'remind the world what it is that they love about Google.' Our job is to manage and steward the brand, find new ways to communicate the company's innovations, intentions and ideals, and do work of which we can all be proud. We want people ambitious and crazy enough to think we can actually change the world."
The short version: "Do epic shit."
Among their many notable projects: “Google Chrome Speed Tests“, “The Wilderness Downtown“, and “Parisian Love“.
Each company on this short-list is future-proofing themselves by ignoring the 'industry model', instead adopting unorthodox approaches built for tomorrow.
titsay
andulkaphoto
annaxmalina
prguitarman
turnnoffyourmind
janainaart
izzy806