Showing posts from March, 2010

Old School Rules

A group of my colleagues attended the Clemenger Group's digital training academy last week. They returned to the agency abuzz with a 'noobs' appreciation of 'digital'. They've had their epiphany, their road to Damascus moment.
No-one preaches like the converted.

Most of the work our firm has done over the years has been concentrated on developing properties that make highly efficient use of television. Most of the products we promote (last year 150 campaigns for some of the 90 of the world's biggest brands) respond well to promotion in our media properties (such as Family Health Diary, Eating Well and Discover. If you live in New Zealand and have never seen at least one of these I'll wager you don't watch very much television).
A 20% lift in sales is a modest result for our clients in most cases.

The market is beginning to shift though, and online video in particular is becoming an important tool that will be used by marketers to reach more nich…