Joseph Jaffe spoke to the New Orleans Ad Club today. How fortunate for me that he was kind enough to join us and deliver a fabulous talk. He eve let me bend his ear for a few minutes afterwards -- always nice, especially when there was a po boy waiting for him.
If you haven't heard him speak, do try to... very smart guy. A couple of points he made that really stuck with me.
First, he spoke of the need to "fragment with your consumer," which I theoretically agree with but honestly wonder if we can. And if we can, it got me to thinking what kind of premium clients will place on agencies that can produce messages in lots of channels cost effectively. While it is easy to buy media in lots of channels, the cost of producing all those various ads, spots, etc., can roll up pretty quickly. But I totally agree with Jaffe - the need is there, but I look forward to seeing how advertisers waking up to this need will affect agencies.
The second point was his ideas about the need for brands to demonstrate, involve and empower consumers. Very cool thoughts. We've all read the research about long-term brand affinity and how 85% of it is driven by experience and post-experience. He gave a number of great examples, and it really made me stop to think again, how does this change the role of the ad agencies? I think our role will continue to evolve from creators of messages to creators of commerce...which is what we should have been doing all along anyhow...but that is another rant.