Here comes 2016: The age of Low-Fi marketing.
Advertising revenues are on the decline. Audiences are more resistant to flagrant propaganda, shouting offers at us wherever we look.
At Houston we see the rise of ‘charitable thinking’: brand initiatives that offer value to an audience without expectation of return.
The route of an idea from genesis to execution can now be minutes.
In this arena, consultancies that are expert at delivering ideas swiftly, at low cost and with precision are the best bets for brands.
If I was still working in-house, I would be moving all of my poker chips to the ideas people.
PR agencies, often an afterthought in budget discussions, are supremely comfortable and match-fit in a ‘less-is-more’ environment.
We are adept at making a little go a long, long, long, long way.
And today it can.
In the last six months I have visited 4 ad agencies and in every case their foyers have been large and empty enough to fit our entire business at least four times over. I doubt this will last.
Here’s my shot at some rules for the era of Low-Fi marketing: