QWOCK PLATYPUS EVOLUTION TV
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We are in the age of the creative platypus. In a relatively short amount of time, we as creatives have had to morph from operators like those regal, but limited, one-trick peacocks, to something equipped to deliver results - from the broadest brand metrics to the most minute shopping behaviors - and adaptive to todayвЂ™s challenging hybrid media environment. The creative skillsets that we now employ daily to create the gamut of brand touch points beg considering a different animalistic metaphor for the diverse, multidisciplinary instincts that have developed as the marketing environment has gotten increasingly wild in the past couple of decades. WeвЂ™re now operating in our sixth year and have grown significantly beyond me and my two partners working at dining-room tables at our homes that first summer in 2013, and we continue to evolve to ensure we keep up with the pace of marketersвЂ™ needs, given that the rise and importance of brand experience are now heavily influenced by social media and the broader content marketing environment today. So, the вЂњcreative companyвЂќ we named Truth Collective was born around the genuine desire to engage with clients and their audiences in newer and more productive ways, all influenced by keen insights in this increasingly noisy and mobile world. When we started the agency I helped co-found, the expansive services we knew weвЂ™d need to deliver more effectively for brands even had us questioning the use of the term вЂњadvertising agencyвЂќ to describe ourselves.

That innovation has also had a force-multiplier effect on the opportunities companies now have to engage audiences, build brands, and impact purchase journeys - all while measuring every interaction and their cumulative impact on brand, business, and consumer behavior.Дevices that fit in the palms of our hands have changed human behavior forever by delivering on the seemingly futuristic promise of both micro-targeting and global connectivity. Seems so simple compared to the scope of services we provide our clients today, right? Since my early days creating ad campaigns at both indie boutique shops and global networked agencies, the internet was born and devices that fit in the palms of our hands have changed human behavior forever by delivering on the seemingly futuristic promise of both micro-targeting and global connectivity. This courtship ritual was intoxicating and effective to greater or lesser degree based on the vibrancy of the brand display that the marketer client could invest dollars to raise and shake. Maybe direct mail drops as well (See, we were integrated with the new relationship marketing departments of the 90s too.).

QWOCK PLATYPUS EVOLUTION TV

Our precious campaigns fanned-out like tail feathers that we shook shamelessly to steal quick bursts of the euphoric spotlight amongst the broader cultural conversations, media, and programming that our audiences cared for at any given time.Д«ig TV and radio buys. That was us, in the same mating dance with the few mass marketing tools we had back then. At the climax of their courtship displays, the majestic bird raises its tail, fans out its elegant tail feathers with their distinctive eye-spotted markings, then vibrates them - even with an auditory rustling sound in additional to their mating calls in case the mesmerizing visual display was simply not enough. We developed campaigns limited to executions across broadcast, magazine and newspaper print, outdoor, and radio - all built around our media colleaguesвЂ™ Gantt charts of defined campaign activity to court our potential customers.Д«eing a creative in the industry at that time was very much like creating attraction the way an Indian peafowl (Pavo cristatus if you want to be precise), or peacock, attracts its potential mates to this day. And that early work was certainly focused.

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If we could get a focus group attendee stuffed with free donuts and coffee and greased with $75 to say that they recalled a brand based on an ad placed in front of them, my clients were happy. Remember, back then measurement was pretty basic. The вЂњhigher funnel stuffвЂќ as we referred to it at the time. When I entered advertising in the early 90s as an aspiring art director, my efforts quickly became focused on delivering advertising concepts for my clientsвЂ™ primary purpose to build awareness. When speaking to college-level marketing and design students, IвЂ™ve found myself forced to contemplate the evolution of our industry as I explain the arc of my own career.

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