Digital is everywhere and everything

Digital is everywhere and everything
SHARE
THIS



The title of this piece is part of a direct quote from James Hilton, jury member at the Cannes Lions’ Cyber category, and co-founder of AKQA. Bravo, James.

The full quote is: “Digital is everywhere and everything. It’s redundant to talk about it as one category.”

I think most people realise this instinctively. We do so many different things in the digital world. We watch video. We chat with friends. We date. We shop. We show people our photos. We read the newspaper. We tell people where we are. We play games.

And even things that we have to do in the real world – eat, take medicine, go for a run – are supported, quantified or recorded with help from digital devices. 

Nike+, the ‘ID My Pill’ app, Instagram et al mean that our experience of the real world is coloured and influenced by our experience of the digital world. Our experiences of the two bleed into one another: they cannot be separated.

And yet, we as an industry keep talking about digital.

This is illustrated very well by two of the Cyber Lion winners. Toshiba’s ‘The Beauty Inside’ (below) is a great example.

http://www.youtube.com/embed/qyMQIMeSCVY

This extremely impressive campaign – 70 million views and a 360% sales lift attest to this – is classed as ‘digital’, but really it’s as far away from where most digital agency’s skill sets lie (designing and building great websites, managing a bit of social etc) as it is from where most creative agencies skill sets lie. Contagious magazine describes it as ‘content led’.

Oreo’s culture-jacking ‘Daily Twist’ on the other hand saw the brand build a ‘newsroom’ to deliver a hundred days worth of their take on the daily news across a variety of social platforms as part of the brand’s 100th birthday.

I picked out these two pieces because I think it’s very clear that they are both actually content campaigns. One a rich, immersive campaign of long-form episodic content, and the other a campaign based around quick-fire, fast-response topical content. But both, at their core, content campaigns.

Here’s the thing: most traditional creative and digital agencies aren’t set up to deliver these kinds of experiences. And yet most businesses still structure their marketing departments around silos (‘digital’, ‘PR’, ‘direct’, etc) – so if they want a ‘digital’ campaign like these two, they’ll go to their ‘digital’ agency.

There is another option – which is to work with a content marketing agency that is set up to deliver exactly these kinds of campaigns. That is built on sound editorial foundations and stuffed full of great storytellers. Content marketing has always been about delivering something of value to customers, with the aim of building engagement and influencing behaviour over time – irrelevant of the channel (or, indeed, the silo).

The Australian marketing industry is still besotted with silos and labels. This needs to end. It’s just not the way that real people think.

I’ll leave you with another quote from Hilton: “My hope is that ads for ads’ sake will die away and brands will spend time making people's lives better. Ad interruption is over. It's time for festivals like Cannes to redefine what advertising means.”

Amen, brother.

Richard Parker is head of strategy at Edge.  

Please login with linkedin to comment

Latest News

Ipsos Appoints Ex-Nielsen Exec As CEO Of South East Asia
  • Media

Ipsos Appoints Ex-Nielsen Exec As CEO Of South East Asia

Ipsos chairman and CEO Didier Truchot has appointed former Nielsen executive Suresh Ramalingam as CEO of South East Asia. Ramalingam’s remit includes Singapore, Malaysia, Thailand, Indonesia, Vietnam and the Philippines, with immediate effect. Ramalingam joins Ipsos from Nielsen, where he worked for more than two decades in various leadership roles covering the Middle East and Africa, South East […]

adblock popup web banner concept. isolated vector
  • Opinion

How To Reach The Unreachables

The unreachables may sound like the Indian caste system but, as you'll learn here, it's some newfangled marketing term.

Opinion

by B&T Magazine

B&T Magazine
Instagram Video: We Are Living In A Vertical World
  • Co-Lab

Instagram Video: We Are Living In A Vertical World

The way people record, share and replay their lives has changed dramatically since the advent of Facebook-owned Instagram. Once a place where only static, filtered photos could be uploaded, Instagram now offers photo and video uploads, shopping features, direct messaging and several other tools serving users and businesses. However, for Instagram head of business Jim Squires […]

by B&T Magazine

B&T Magazine
Yes! It’s Virtual Reality Demystified
  • Co-Lab

Yes! It’s Virtual Reality Demystified

Virtual Reality has been a staple of science fiction for some time, Though, in terms of real-life application, the world is still coming to grips with what the tool can offer us. In recent years, tech experts, doctors, medical students and videographers have used the tool as a way of exploring worlds not normally accessed in […]

by B&T Magazine

B&T Magazine
Facebook Messenger: The New Age Of Communications
  • Co-Lab

Facebook Messenger: The New Age Of Communications

The unparalleled success of Facebook-owned Messenger can be pinned down to its ear to the ground approach with users. Consistently listening to its user base of more than one billion, Messenger’s ability to stay not only on trend but well ahead of it has allowed the app to become a global tool for communication; be that […]

Industry Generates A Record $10.5m For Social Impact
  • Media

Industry Generates A Record $10.5m For Social Impact

UnLtd, the media, marketing and creative industry’s social purpose organisation has announced a total industry contribution of $10.5m to social impact in FY18. The total value of funds, services, inventory and time donated by the media, marketing and creative industry increased by 21per cent compared to the previous financial year due to a growth in […]

Women In Media Profile: Danni Wright
  • Media

Women In Media Profile: Danni Wright

We'd be headlining Danni Wright's Women in Media profile the "Wright stuff" if it wasn't utterly predictable and naff.

by B&T Magazine

B&T Magazine
Posterscope Promotes Two
  • Media

Posterscope Promotes Two

Posterscope, Dentsu Aegis Network’s specialist out-of-home agency, has promoted Ryan Hedditch to the newly created position of national head of strategy and Samantha Summers to Sydney Group Business Director. In his new role, Hedditch is charged with driving the continual improvement and transformation of the Posterscope offering to clients and partners. Summers’ promotion will see her lead […]

Outbrain Accelerates Growth With APAC Promotions
  • Media

Outbrain Accelerates Growth With APAC Promotions

Native discovery platformOutbrain has announced several movements in its regional leadership team, with plans to make more new hires. This comes on the heels of two senior appointments it made in February, after closing a record year in the region with expansion into new markets. Yoav Tourel has been promoted to head of sales for […]

Clems Syd & Extra GUM Unveil YouTube Digital Stage
  • Media

Clems Syd & Extra GUM Unveil YouTube Digital Stage

YouTube EXTRA Gum has launched EXTRA Support Acts, a program created to support Australia’s up and coming musicians by transforming pre-roll ads on YouTube into a digital support stage. It has been created in partnership with Clemenger BBDO Sydney as creative lead, Universal Music Australia and BRING for talent and music strategy and content, MediaCom and YouTube. The […]

OMD Australia Tops 2018 RECMA Rankings
  • Media

OMD Australia Tops 2018 RECMA Rankings

OMD Australia has taken the top spot for Australia’s Number 1 media agency in size, according to RECMA’s 2018 ‘Overall Activity Volume Rankings’ report released last week. Additionally, the company was named first in profile classification with a dominant profile for the 3rd consecutive year, along with vitality ranking and structure ranking. Furthermore, OMD Australia was also named […]

Red Agency Bolsters Sydney Team
  • Media

Red Agency Bolsters Sydney Team

Judging by the image, it seems Red Agency may have had no staff whatsoever prior to this hiring spree.

Nine Appoints Editor For 9Honey
  • Media

Nine Appoints Editor For 9Honey

B&T's editor coincidentally spilled honey on his shirt while typing this. And by typing, we mean copy and pasting.

Y&R Sydney Scores Best&Less   
  • Advertising
  • Media

Y&R Sydney Scores Best&Less  

Y&R wins Best&Less amid rumours the clothing shop its changing name to 'Somewhat OK&Reasonably cheap'.