By the year 2020, 80 per cent of all media will be digital, according to Shelly Lazarus, chairman and chief executive officer of Ogilvy and Mather.
As ‘traditional’ agencies trip over each other in the rush to convince clients they are as serious as the new media shops in creating mobile content, virals and other online work, the emphasis remains the same – ideas win gold and the platform is but an also-ran. What makes a winning brand, regardless of the medium, is its ability to engage with consumers.
Cadbury’s ‘Gorilla’ started out as a viral and, having passed the YouTube test, migrated to TV. It was the big idea. The same applies to Coke’s ‘Ringtone’, Lynx ‘Billions’ and Sony Bravia with its colourful balls bouncing down a San Francisco street.