COP3 - Research - Advertising Next

Advertising Next 

Nike 

'since the turn of the century, the digital explosion changed the rules of consumer engagement.Today's young consumer is in the driver's seat and has a new set of expectations. Brands need to solve problems, enrich and entertain.Not just talk. We now have opportunity ( and responsibility) to engage in an ongoing conversation every single day;

'Done right, this becomes a self-perpetuating relationship that doesn't depend on board communications to drive interest. It gives the consumer a reason to return and re-engage with the brands over and over again, motivated by something that means more that anything else to them - their own achievements'
- Stefan Olander

Unilever next

'We have started  by embracing a new communication strategy that is based less on the old model of 'interruption' and more on 'engaging' consumers, by penetrating the culture, creating talkability and providing compelling opportunities for consumers to interact with our brand'

' we know that today's consumer has a voice and wants to express it'

' we now tend to let our ideas and objective dictate the media we use, rather than vice versa. ' With the Lynx brand, we knew traditional television form was probably not the most effective means of engaging with young males.  - Laura Klauberg

The changing nature of Campaigns

For decades, all advertising campaigns followed more or less the same pattern,. However different the creative idea or message. As campaign now trend to spread across a wider range of disciplines and channels, they have become increasingly complex and layered. Their construction requires the skills of an experienced architect, who is familiar with all the different building blocks and can make every aspect of the design fit together perfectly. ..They are more like riddles that have to be solved or stories that have to be unraveled.

Contemporary campaigns are not easy to grasp or decode, more do they want to be. Thye is living and breathing entities that make sense to those who fully engage in them but whose essence can sometimes be hard to convey to outsiders.