Creative agencies falling behind content revolution

In the fourth instalment of B&T’s exclusive video insights into the Australian Planner’s Group’s week long trip to Google HQ, the Hallway’s head of planning Sophie Price tells of her shock that creative agencies are falling behind the creative revolution being driven by YouTube.

When 70% of marketers have signaled their intent to increase the money they spend on the creation of branded content at the expense of traditional media, creative agencies have been slow on the uptake of this fundamental shift in how marketing occurs.

Price begins by quoting the almost-famous YouTube statistics of 100 hours of video uploaded every minute, 1 billion unique uses every month, the number one online video destination in Australia and the third largest TV station in Australia.

She then goes on to argue that creative agencies need to start thinking more like digital publishers and above all to start curating what’s already there and ready to be used with an hilarious baby example.

Looking to uncover ways in which Google’s latest technologies might aid today’s Australian planners in developing more effective digital strategies, The Communications Council’s Account Planning Group Committee (APG) was welcomed on a week-long, interactive tour of Google’s headquarters in the United States at the end of 2013. The team was invited to explore the thinking, creative processes, accomplishments and direction of the technology giant … unveiling in turn some opportunities for the Australian industry.

In February of this year, the APG shared its learnings with the planning community of Melbourne. The Comms Council has generously supplied their videos of the day with B&T exclusively. The footage is raw, but the content is compelling. Laced with examples over the next few weeks you’ll hear from Sophie Price, head of planning, The Hallway, Justin Graham, chief strategy officer, M&C Saatchi (vice chair of APG), Ben Hourahine, head of strategy, Razorfish, Mel Mullins, strategy director, UM, Jason Lonsdale, executive planning director, Saatchi & Saatchi and Russ Mitchinson, planning partner, DDB (and chair of APG).

Topics covered include why digital needs to be further upstream in the strategic process; the importance of speed and agility…and not needing to reinvent the wheel every time; effective media and creative collaboration; as well as focusing on a vision beyond just profit.

Check out the rest of the stories and other great videos in B&T’s video section here.

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