"Spreading the word"
by John Weich
Traditionally, advertising and PR agencies have peacefully and profitably co-existed: the former created the message; the latter spread it. But as more and more marketing directors embrace the sort of real-time micro-messaging that Google, Facebook and co allow for, both industries, unable to adapt wholesale to the changes, opened up the door to a new player: social media specialists. Precisely by converging ad agency savvy with gritty PR know-how, these viral middlemen have spent the last few years convincing brands to invest more in 'meaningful conversations' and 'community management', and less in campaigns. And if there's one thing traditional advertising and PR agencies are good at, it's campaigning. Ironically, social media agencies may have inadvertenly provided their competitors with a blueprint for success. The message to advertising and PR agencies is clear: converge your service or die. But don't expect either to go peacefully.
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by John Weich
Traditionally, advertising and PR agencies have peacefully and profitably co-existed: the former created the message; the latter spread it. But as more and more marketing directors embrace the sort of real-time micro-messaging that Google, Facebook and co allow for, both industries, unable to adapt wholesale to the changes, opened up the door to a new player: social media specialists. Precisely by converging ad agency savvy with gritty PR know-how, these viral middlemen have spent the last few years convincing brands to invest more in 'meaningful conversations' and 'community management', and less in campaigns. And if there's one thing traditional advertising and PR agencies are good at, it's campaigning. Ironically, social media agencies may have inadvertenly provided their competitors with a blueprint for success. The message to advertising and PR agencies is clear: converge your service or die. But don't expect either to go peacefully.
μωρέ λές??
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