Guest post: We really haven’t changed that much
Today is Matt Jones’ last day in Australian marketing before he moves to his company’s New York office. But despite the media upheavals he has seen, little has really changed.
After almost three years as Creative Strategist for Jack Morton, I’m about say goodbye to the Australian marketing industry for a while. It’s a good time to draw breath and reflect briefly on things, at least from my limited (this was my first gig in marketing) and alternative (I work in the brand experience space) perspective.
Since my first day in July 2006, a lot has happened. Clearly. We’ve seen the emergence of experiential marketing as a discipline, if not yet as a fully-fledged and unified industry. And we have seen the rise and rise of digital, PR (or should that be PR 2.0?), word of mouth marketing, and social media.
In short, we have seen the rapid growth of the non-traditional and the alternative. And the channel clutter created by that growth has created a corresponding fascination with integration, agency models, and channel/communications planning.
Before the ‘Intelligent Design’ and ‘Flat Earth Society’ people give you heaps, I’d like to say you are absolutely correct!
“TV often works; it’s the right answer for many brands, audiences, and challenges. The point is not to damn the use of TV and other mass communication channels (which increasingly include digital and PR, not just print). The point is to oppose the lazy, unquestioning processes that too often deliver those predictable outcomes, and to demand that we all try to think harder, broader, and bigger (even when faced with smaller budgets).”
Great quote.