16/10/2012
Ahh Digital, we’re all so familiar with you now we forget you’re so young and still aren’t familiar with yourself. What are you Digital?
Are you a way of staying in touch with friends? A way of actually losing touch with them in reality?
Are you saving me time in every day tasks, or a way to distract me for far too long every day?
Are you a way to sell products more effectively than TV ever could? Or simply a way of destroying TV monetization entirely.
What the devil are you? You flickering, high res, high impact, high concept, broadband beauty?
As a specialist in online content, I tell you what you’ve become to me. Apart from dearly loved. You’ve become a way to deliver advertising far faster than the lethargic ponderings that constrained agencies of old.
Case in point, a campaign I produced with you last week. Briefed on the Wednesday before, by the Friday we’d filmed the two executions and thanks to the magic of a good laptop, the best editor I know and intelligent DIT we got any amends from the client on set. We delivered the two films, and another added value piece we found time for on the Monday – and the client couldn’t have been happier with us. Which made me very happy with you Digital.
Not every campaign should be delivered quickly, and those that are shouldn’t be without plenty of reasoned thought, but with the rules of online changing every day, we’ve got to be ready to act fast and effectively. And digital you’ve made that possible.
You’re a classic love story. A mystery that keeps me on my feet. Constantly surprising, beautifully measurable and always asking me the question: what are we going to do together today?
Wondering where the biggest digital talents go? Here’s the answer…submit your brief!
Rob Remington Drake
Images from Free Digital Photo Net
16/10/12
