Digital will make up 80pc of all media

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.

Advertisements
Tagged

One thought on “Digital will make up 80pc of all media

  1. midwest hand care…

    I really like what your site, I’ll be checking back. By the way I’ll give a fave on faves.com….

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: