Culture Blog at be+cause, we think a lot about culture as a powerful vehicle and arena for change. It is also something we like to create--from producing the Tibetan Freedom Concerts to starting a clothing line to assisting other culture makers in their efforts to create positive social change. Being part of a lab (our parent company is C3 Lab), we like to innovate and experiment. This blog is where you can see it happen.
2.11.2008
Connecting with Communities is more important than pushing messages
In a new report, the research firm paints a grim view of the current state of advertising, which it believes is in "a world of hurt" because consumers are tuning out the messages the industry is predicated on producing. Instead, it believes shops need to be organized around communities, not disciplines. What it is calling "the connected agency" would not only know certain communities but also be active members of these groups. Pushing messages would give way to encouraging voluntary engagement, and ongoing conversations would replace time-based campaigns.
If we aren't connecting with communities, we're not going to further our missions. Period.
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