As mentioned previously, we’re gathering thoughts from industry folks on the year that was and/or the year that will be. Up now is a quick note from Wally Krantz, worldwide creative director at Brand Union.
“More and more in the past year I’ve been seeing a stronger connection across mediums. I’m not sure if this is because agencies are working better together or if CMOs are more involved in every aspect of communication, or if it’s a bit of both. I would place more of it on the latter, since at the top of every agency there is a creative leader that (should) have a direct line to the CMO, and because of this the objectives are clearer and a vision is set.
When an experience is strong, differentiated, genuine, and honest, and made in a way where the sensibility and tone is reflected wherever you are in contact with it – on a shelf, on your television, on your mobile device – it’s going to be more relevant. Or at least resonate in a way that makes us want to engage.
I’m seeing a kind of brand singularity happening for those companies that have a clear understanding of how all the different ways that a customer connects to them. This will start to happen more and more as marketing teams and agencies are aligned in every aspect of communication.”