Racheal Lee
Sep 20, 2011

Creative agencies should be involved in consumer interaction

Creative agencies should take a more proactive approach to connect with consumers, Matias Palm-Jensen said in his session at Spikes Asia 2011

Creative agencies should be involved in consumer interaction

The recently-appointed chief innovation officer for Europe at McCann Erickson, said in a seminar at Spikes Asia 2011 today that the creative process should continue even after a campaign is rolled out, by allowing consumer interaction.

He was speaking at a session entitled 'The rapidly changing agency model: from linear to "pinball" ', that discussed how agencies needed to adapt their agency frameworks and feedback loops to the changing media landscape.

Describing the new model as “pinball” advertising, Palm-Jensen noted that this model would allow consumers to become part of a campaign, as they can react and express their feelings towards the brand.

This model, in turn, can help creative agencies to go further with follow-up campaigns of the brand, he said.

“Creative agencies should change from ‘bowling advertising’ to ‘pinball advertising’. In pinball, you don’t know how the game will be. You just have to flip the ball and if you do it well, you can play for days. The same goes to advertising, the campaign can go on forever with consumer interaction,” he added.

The 'bowling advertising', he explained, is where the creative process ends when the campaign is rolled out - no matter how many pins it has knocked down - and that creative agencies have little or no interaction with the consumers.

“Creative agencies should move from brand planning to pathway planning, community planning, performance planning and business planning,” he noted.

This article is part of a collaboration with Campaign Asia-Pacific for our Spikes Asia 2011 coverage

Campaign India

Related Articles

Just Published

1 hour ago

Adventures of Baldy and Beardy

Baldy and Beardy, an advertising duo that comprises a writer who is sarcastic and brave on social media, and his partner, a gifted artist, continue sharing their adventures with Campaign India

1 hour ago

Nykaa to acquire LBB

Aims to leverage LBB’s capabilities which are in line with the brand's content-first approach

1 hour ago

Gillette Venus meets Prajakta Koli, Barkha Singh ...

Watch the film conceptualised by FoxyMoron here

2 hours ago

WPP upgrades forecasts after mammoth hiring spree

Coca-Cola win helped deliver organic revenue growth of 8.9% in the first six months