OUR THOUGHTSDecember 3, 2014

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Adlip - Advertising and Digital Agencies Race to The Centre…

Abey Mokgwatsane discusses the race to  ‘The Centre’ which, in his words, is “ … the centre where all communication mediums and channels are integrated into one cohesive, coordinated, meaningful campaign”.

He elaborates by setting the scene for South Africa’s  marketing space, where there are two predominant and too often separate streams of thinking and activity; (1.) the digital marketing onslaught, which is growing rapidly, and (2.) traditional legacy marketing/advertising which has been around for decades.  In an attempt to service both sets of requirements, traditional creative agencies are trying to quickly develop a digital service offering. Similarly, digital agencies are looking to grow their traditional advertising skills in order to offer an integrated marketing/advertising service offering.

Ad Agencies and Digital Agencies must swim to the middle, or sink…

“If any one of the two ends of the spectrum keep doing what they are doing, it will be the end of that particular business proposition. Agencies in and of themselves, are no longer sustainable in an ever-changing market – but neither are the pure-play digital agencies,” says Mokgwatsane. This is because clients require an integrated understanding to address their businesses challenges.

Ogilvy’s digital history and where they stand now…

, “Our philosophy is that digital should be pervasive. It should not be held in a silo of its own, but rather whatever silo you are in within the organization, (so that) you begin to understand how to apply your craft in a digital way,” explains Mokgwatsane., Ogilvy continues to actively invest in deep digital resources, training, development and the acquisition of digital resources ..

– See more at: http://www.adlip.com/advertising-digital-agencies-race-centre/#sthash.UkVxo3BT.dpuf

 

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