Think Insights with Google. The next generation of digital innovation » *supercollider. In the early days of the digital marketing revolution, digital folk took issue with the ad people’s assumption that campaigns would centre around a TV and print campaign and be simply adapted into videos and banners. Digital was a different medium, an interactive medium, with the ability to create engagement and foster loyalty in a way that TV never could.
It’s unique capabilities were woefully underused in matching luggage campaigns, and we fought the good fight for conversation, communities, activation, deep experiences and brand utility. Things have moved on a long way in terms of our collective understanding of what the role of digital should be, and many of these once hard-fought concepts are now gospel throughout the industry, to the point where digital products, platforms and activation ideas increasingly live at the centre of campaigns.
This is progress is exciting and important. Advertising was never a goal unto itself.