I’m sure that this title is provocative, but Adage published an article that doesn’t leave any doubt about the traditional advertising agencies chronicle lack of understanding of new media. Extract:
As Twitter moves into the business mainstream — nearing some 35 million unique global visitors, according to ComScore — it’s increasingly clear that one community has yet to fully embrace the social-networking tool du jour: agencies.
The irony is that the same people clients hire to erect communications and social-media strategies often appear uncomfortable using Twitter themselves.
“Publicis’ VivaKi is marginally better than some others in that it tries to attach a face to its Twitter feed, but the person who oversees the account ( @VivaKi) identifies herself simply as "Stephanie" — surely not what you’d expect from a company that earlier this year partnered with media owners to build a "Social Media Marketplace”
…If one analyses the approach and the philosophy of Vivaki, it is clear that this entity is on a social and collaborative trend???? Our approach to creating loyal brands we call "active branding".
It brings together:
· new ways of listening harder to customers for actionable insights
· ideas that earn customer engagement through valuable and motivating experiences
· new ways of being responsive to customers across channels and over time
· collaborative creativity that includes media and technology at its core
· new practices for content creation and digital production
· new data analytics, tools, and operations to support and measure more dynamic customer interaction and content distribution
· a large network of diverse international talent, allowing us to design global client teams that are both agile and effective
Nice approach ! on paper…
