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

8 hours ago

Srinivasan Swamy elected as AFAA's chairman

Announcement made during the general body meeting on 1 December

11 hours ago

Deloitte India partners with News Broadcasters ...

This alliance will launch an integrated performance and rewards forum for the news media industry

11 hours ago

upGrad files trademark infringement suit against Scaler

The suit has been filed in the Delhi High Court as upGrad accused Scaler of using its brand name on Google Ads

14 hours ago

Live blog: News updates - week of 29 November

In the news: IOS Sports & Entertainment, One Life Studios, Pogo, St Botanica