This is the view of Pete Case, chief creative officer of Ogilvy South Africa, who spoke at the Media24 Lifestyle Magazine Summit last week, 22-23 September 2016. He described attention as “the new oil” and that any brand doing the same things as last year are most probably destined for failure.
It was increasingly difficult for brands to grab the attention of consumers, due to the following factors, said Case:
So how were other brands adapting to this era of massive and constant change? Case described how global brands like Sony Pictures had turned their marketing on its head in how they now market movies. It used to be all about the movie poster and then the movie trailer. Sony now shoots a Master Gif as their first piece of marketing material to be released around a movie so it can be shared and create a buzz, even ahead of the movie trailer.
Case outlined six areas how digital is currently adding value to brands in grabbing the attention of the consumer: