I have gotten a lot of feedback and have had some amazing
conversations about the post a few weeks ago introducing BrandFlux as a model
for sustainable innovation in advertising. BrandFlux is a proprietary way of identifying
high-value market intelligence in real-time. Below are a few questions that
have come up in the conversations and some brief answers to help add insight to
the conversation. By the way, we are officially spinning off this into a new company.
Is this a CMO dashboard?
Yes. But it’s more than that. It’s a way to encourage
collaboration and conversation across an ad agency (or a network) with the
clients that it is aligned with and to identify a stream of high-value ideas
that will allow a CMO to manage a brand in real-time.
Who “owns” it?
Our model is subscription based, following a bespoke build
of the software, with components residing client side, agency side and other resources
made available from our new company as deemed necessary from both sides.
Is this really something that ad agencies should be thinking
We have seen the execution of ideas become commoditized. And
now it seems that ideas themselves are being commoditized—while the demand for
faster more affordable advertising is increasing at an exponential rate. What is
valuable and will become more valuable in the future is the ability quickly to
create intellectual property out of fast moving information. This is the
perfect way for an agency to own that intellectual property and become
Thanks to everyone who has become interested in this, looking forward to the continued conversation. —Bernard Urban, President + Creative Director, Gigantic
I have been working on an agency business model
based on real-time brand intelligence since 2004 — way back when these things
were still called webblogs. Beginning in early 2005, I conducted countless
interviews with software companies, algorithm authors and wiki publishers to build
a model and validate the concept.
Today, with the onslaught of the age of social
media and the real-time conversations taking place on Twitter, the proof of
concept is in the early stages of occurring organically. It is clear to me that
the future role of the modern “advertising” agency is to act as an arbiter of
innovation in real-time.
Begin with the simple idea of a trend identified
through aggregated information. Build contextual value through a real-time
conversation of peers. Edit that conversation using proven thinkers who are the
keepers of the brand. Innovate in real-time through an always on model that
creates bespoke solutions to highly-qualified needs.
This is a model for a sustainable relationship that, over time, creates a stronger bond and becomes more valuable and does away with
the notion of agencies as expendable executors of a commodity.
Below is BrandFlux, an outline on how to create
the infrastructure to deploy this model between an agency and a brand.
—Bernard Urban, President + Creative Director,
Beyond the viral video, lies the holy grail that we like to call Branded Content. A recent article on ClickZ suggest that there is real ROI waiting for brands who opt to pursue online video now. One of the strongest arguments in the article is immediacy.
More important, with smarter online production solutions, brands can now take immediate action from these results by either improving the existing videos they've already created or optimizing the placement of the content their audience find most compelling.
Here at Gigantic, we have been involved with this space since before YouTube. Today, we have a partnership with PointRoll that allows us to deliver rich-media digital ads. Based on our experience, we'd like to offer a few ways a brand can think about this space--besides the usual suspect, The Viral Video.
Howcasting(aka: Edutainment) Create content the entertains and informs. Show how a product or service works. Demonstrate your product and help your audience understand the benefits in a believable way.
Serial Content(our "Holy Grail") Some brands have a tough time understanding that they now have the power to creatively tell a story over time and deliver that story on their own terms. Brands can create their own "must see tv" and build a loyal quantifiable audience. Video content doesn't have to be a one-off or a traditional campaign of three or five. Create a character and give your audience time to build a relationship. Give them a reason to care.
CrowdsourceConsumer Generated Content (CGC) has been around for a few years. And really bold brands know they can trust their loyal fans to come trough with great content. Nobody is more compelling than a true believer.
If your brand isn't thinking about online video, it should be. And we hope the stigma of "going viral" can be avoided in your pursuit of a strategy that fits your brand's personality.