The Media Strategy Conference in Toronto set out to "change minds and change models." In my view, speakers most successful at pushing the mind were Rishad Tobaccowala in his key note on “Imagination, Reinvention and the Future of Media” and Marian Salzman's "Brand Sluts". Nancy Vonk presented on her agency's remarkable work for Unilever's Dove - Campaign for Real Beauty. A 4-year-old initiative, it seems this has become a calling for the brand. Cool.
Ad agencies are trying to structure themselves to respond to the irrevocable shifts in market dynamics where community and collaboration are far more important, than traditional agencies can possibly deliver.
The bottom line is value has to be real, and the only judge of value is the consumer. Not a segment, but a person. Hard to fool anyone these days, even though advertisers and their agencies create so much noise by bombarding us consumers with thousands of unwanted messages every day.
That's why I now spend my time on developing precise customer insights that enable relevant, valued conversations. And I work on the mechanics - and thus the backbone technical requirements - so that these insights become actionable. In my view, these will be the strategic moves that matter.
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