Screen Magazine: Vol. 28, Issue 13

Screen Magazine - Index

Screen Magazine - Screen Magazine: Vol. 28, Issue 13 - Index

“We’re not in Kansas anymore” just about
sums up the state of the advertising industry
at present. The uncertain hills and valleys of
“new media” have replaced the flat plains of
“traditional media.”
Agencies worldwide are coming to terms
with a plethora of new thinking and a roster
of clients that demand new reach on an evershrinking
marketing dollar. Clients that say
things like, “Give me a YouTube campaign” and,
“Can you buy the word aardvark for our next
media-rich Web 2.0 launch?”
But there is hope. If you change your
perspective just a teensy bit you can see this
landscape as an incredible opportunity. We hear
“the death of TV” played out in the media but
how about the birth of the multi-screen society
as a vast filmic opportunity? That is, if you
embrace the notion that everyone now owns at
least 14 variations of a screen.
Good thinking hasn’t gone away; content
is still king of its domain, it just takes a
three-dimensional chess-playing mind to be a
“creative” today. It’s like this: the chances of
doing great work have just increased ten-fold
and that is as exciting as, well, the birth of
television.
Here in Kansas City, Mo., I am met with
the same challenges being faced on Madison
Avenue and in San Francisco. I just have the
added tension of making prospective clients see
Kansas City as a viable venue on the ad agency
planet.
KC? It’s that place you fly over when you’re
doing the coasts. But here’s the thing. It is very
firmly on the map. Using the same dynamic
thinking shift in our industry as a spring-board,
and another (teensy) head turning twist in
perspective, you can see KC as an incredible
opportunity.
Some surprising facts: Kansas City is in fact
the fifth biggest advertising community in the
nation. We have top-notch film production
capabilities and of course award-winning ad
agencies out the Mizoo. Consider that KC is
only three hours from anywhere in the states
and you can see the considerable benefits.
Someone should do an ad campaign on it…
multi-media of course. So next time you’re
compelled to ignore KC, think again; just like the
arrival of RSS and interactive media, things are
just getting interesting in the land of the BBQ. In
fact, you just might be right at home here.
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