From Todd LaRoche, EVP, Managing Director of Creative, Palio

I’ve worked in advertising on the creative side for over 30 years now; originally as a copywriter and lately as the Managing Director of the creative staff at one of today’s most creative advertising agencies. It’s been in my best interest over all these years to promote the idea that great creative is key to building a strong bond between a brand and its consumer. Of course I still believe that to be the case. But now I’m going to say something that might sound heretical, coming from a ‘creative’:

A brand’s draw is becoming less about how creatively it expresses itself (in such a self-absorbed way such as an advertisement), and more about how satisfying an experience it can provide to its consumer – even before a purchase is made.

Don’t get me wrong: I love creative advertising… anything that entertains seems to be appreciated by most all of us. And good old awareness advertising will always have its place. But thanks to the digisphere (the digital atmosphere which is now blanketing humanity with its addictive connectivity), people today expect so much more in terms of what a brand should be offering them.

We all want to be given something that brings ‘value,’ pleasure, learning, growth, discovery, a deeper appreciation of our time, (insert your desire here), and not to simply be ‘sold’ on why brand X is better than the rest. And, at the same time, we’re all getting used to getting what we want, fast. In short, if I’m not getting something from you that I want – immediately – then I’m going to move on to find it elsewhere… because time is short and I’ve got a lot of living to do.

So how does the digisphere suddenly change the rules (for marketers)? Before we answer that question, it needs to be understood that if you’re looking at digital communications as simply another medium to ‘execute’ your brand’s campaign, you’re in trouble; you’re not seeing the bigger picture. Digital communications have allowed us to engage our brands’ targets in ways that traditional (interruptive) marketing never has. Think of the digital medium as contexts – arenas of technologically-enabled activity – and the pieces start falling into place.

When you see digital that way, the line between advertising and content (or experience) becomes indistinct. And with that, a brand is suddenly enabled to insinuate its presence while its target is dazed in the satisfying ether of connectivity – connectivity with information, people, visual and aural stimulation.

I could give you some examples of exactly what I’m talking about. But first I’d like to ask if you’d even care to hear more before I do.

By the way, if you want to get a little further out than the usual, visit  www.flixxy.com. And if you feel that your time there was worth it, think of Palio… we’re all about going beyond the usual and expanding one’s reach.