Evoltion Video ...or was it TV .or film..or .who cares

The recent Cannes success for Doves Evolution video ...produced right here in Toronto .....is a great example of the fact that categorization of content by "platform/viewing device" is out of touch with current reality.

This creative eality applies to media/communication planning as well.

The old ' building blocks' type of planning; where " first comes tv, make sure we are effective in TV , now , if ( there never is) enough money left, we can add outdoor, then step 17 , lets add some innovation ( that we can cut later ) is out of touch with todays landscape.

Start with a great communication platform razor sharp idea , understand the consumer, engage the consumer at relevant times , conducive places, the right frame of mind, in the devices that he/she chooses to consume content.

Comments

[Ira Patil]

I just started reading your blog. Good topics.

I just want to add one thing to your communication platform, in absence of the razor sharp idea...think about creating/ adding value for the consumer.