Taking a Leap of Faith
Mike Farber and I are at the AlwaysOn OnMedia show in New York City. One early theme I am seeing: Part of the issue with new media campaigns is resistance from companies toward taking a risk.
Traditional advertising has ways to track and rate results. New media does not.
On a panel I watched yesterday morning, Jean-Philippe Maheau of Ogilvy noted that companies need to crack the code on measurement to feel comfortable with new media campaigns.
In response to a question I asked about virtual worlds and their affect on brands, Maheau noted some interesting work he's doing in those areas, however he said the budget for those investments does not come from the advertising budget, but rather from an experimental part of the marketing budget.
A general theme here is resistance toward new media campaigns from many large brands.
The burden is on agencies, like Schwartz, to continue to push the envelope for our clients in strategic ways. Soon those new media campaigns-- integrated into PR-- will no longer be "experimental."
Posted by Ross Levanto on January 30, 2008 at 10:05 AM
