Comments on: Is “new media” an excuse for making old mistakes? http://www.mb-blog.com/index.php/2007/06/06/is-new-media-an-excuse-for-making-old-mistakes/ A blog and forum by Nigel Hollis Thu, 09 Sep 2010 08:19:01 +0000 http://wordpress.org/?v=2.6.2 By: Charles Frith http://www.mb-blog.com/index.php/2007/06/06/is-new-media-an-excuse-for-making-old-mistakes/#comment-3644 Charles Frith Fri, 22 Jun 2007 12:56:01 +0000 http://www.mb-blog.com/index.php/2007/06/06/is-new-media-an-excuse-for-making-old-mistakes/#comment-3644 Hi Giles. I know you Ogilvy guys get a little hot under the collar with Transmedia Planning because of 360 within Ogilvy group but there are some considerations that have a different emphasis. Transmedia planning implies that although the idea promulgates the communication, distortion is actively encouraged by the different media apertures and furthermore communities are encouraged to create momentum by interacting with each other. Faris will need to say for himself if that's a correct interpretation but its a little bit bigger than 'integrated' marketing or 360 precisely because there are not really many examples of it. Otherwise Ogilvy could give us 50. And anyway when I was at HHCL in the late 90's, we had something called 3D. I'm sure that was before 360 wasn't it? ;) Hi Giles. I know you Ogilvy guys get a little hot under the collar with Transmedia Planning because of 360 within Ogilvy group but there are some considerations that have a different emphasis. Transmedia planning implies that although the idea promulgates the communication, distortion is actively encouraged by the different media apertures and furthermore communities are encouraged to create momentum by interacting with each other.

Faris will need to say for himself if that’s a correct interpretation but its a little bit bigger than ‘integrated’ marketing or 360 precisely because there are not really many examples of it. Otherwise Ogilvy could give us 50.

And anyway when I was at HHCL in the late 90’s, we had something called 3D. I’m sure that was before 360 wasn’t it? ;)

]]> By: Nigel Hollis http://www.mb-blog.com/index.php/2007/06/06/is-new-media-an-excuse-for-making-old-mistakes/#comment-3615 Nigel Hollis Thu, 21 Jun 2007 18:21:56 +0000 http://www.mb-blog.com/index.php/2007/06/06/is-new-media-an-excuse-for-making-old-mistakes/#comment-3615 Hi Giles, thanks for the comment, although I did nearly trash it along with the body part spam! Yes, it does seem like the emperor's new clothes but as you say in your post: "That said there is some interesting thoughts on designing executions on mulitple layers. Each different layer or detail could appeal to a different group of people, who could compare stories, and thus continually be getting new perspectives on the same thing." Hi Giles, thanks for the comment, although I did nearly trash it along with the body part spam!
Yes, it does seem like the emperor’s new clothes but as you say in your post:
“That said there is some interesting thoughts on designing executions on mulitple layers. Each different layer or detail could appeal to a different group of people, who could compare stories, and thus continually be getting new perspectives on the same thing.”

]]> By: giles rhys jones http://www.mb-blog.com/index.php/2007/06/06/is-new-media-an-excuse-for-making-old-mistakes/#comment-3612 giles rhys jones Thu, 21 Jun 2007 18:04:44 +0000 http://www.mb-blog.com/index.php/2007/06/06/is-new-media-an-excuse-for-making-old-mistakes/#comment-3612 totally agree - transmedia surely a case of emperor's new clothes. http://interactivemarketingtrends.blogspot.com/2006/11/transmedia-planning-my-arse.html totally agree - transmedia surely a case of emperor’s new clothes.

http://interactivemarketingtrends.blogspot.com/2006/11/transmedia-planning-my-arse.html

]]> By: Nigel Hollis http://www.mb-blog.com/index.php/2007/06/06/is-new-media-an-excuse-for-making-old-mistakes/#comment-3224 Nigel Hollis Mon, 11 Jun 2007 13:29:21 +0000 http://www.mb-blog.com/index.php/2007/06/06/is-new-media-an-excuse-for-making-old-mistakes/#comment-3224 Hi Charles, Thanks for pointing us to Faris's post. Very interesting and I note that he uses Audi's Art of the Heist as an example which also caught my imagination as a <a title="Deep media post" href="http://www.mb-blog.com/index.php/2006/08/03/deep-media/" target="_blank"><strong>great example of "deep media."</strong></a> Faris writes of transmedia planning: "In this model, there would be an evolving non-linear brand narrative. Different channels could be used to communicate different, self-contained elements of the brand narrative that build to create an larger brand world. Consumers then pull different parts of the story together themselves." A couple of years ago I was a participant in a workshop at a major brewer where the objective was to define "360 marketing". The conclusion we came to was very similar to the definition above. When talking about 360 many people assume one idea that is executed across different media or connection points. Instead what we should be doing is presenting different ideas but complementary ideas in different media so people develop a deeper understanding of the brand. If those ideas are attractive enough to create a sense of community and generate WoM it will create a multiplier effect. I think there is some risk with this approach that the brand narrative does become a coherent story rather than a bunch of disjointed paragraphs. Not everyone will encounter all aspects of the story and it needs to make enough sense or intrigue them enough that they want to learn more. The example of "The Matrix" is a good analogy but most brands don't have the luxury of a feature length movie to set the scene! Nigel Hi Charles,
Thanks for pointing us to Faris’s post. Very interesting and I note that he uses Audi’s Art of the Heist as an example which also caught my imagination as a great example of “deep media.”
Faris writes of transmedia planning:
“In this model, there would be an evolving non-linear brand narrative. Different channels could be used to communicate different, self-contained elements of the brand narrative that build to create an larger brand world. Consumers then pull different parts of the story together themselves.”
A couple of years ago I was a participant in a workshop at a major brewer where the objective was to define “360 marketing”. The conclusion we came to was very similar to the definition above. When talking about 360 many people assume one idea that is executed across different media or connection points. Instead what we should be doing is presenting different ideas but complementary ideas in different media so people develop a deeper understanding of the brand. If those ideas are attractive enough to create a sense of community and generate WoM it will create a multiplier effect.
I think there is some risk with this approach that the brand narrative does become a coherent story rather than a bunch of disjointed paragraphs. Not everyone will encounter all aspects of the story and it needs to make enough sense or intrigue them enough that they want to learn more. The example of “The Matrix” is a good analogy but most brands don’t have the luxury of a feature length movie to set the scene!
Nigel

]]> By: Charles Frith http://www.mb-blog.com/index.php/2007/06/06/is-new-media-an-excuse-for-making-old-mistakes/#comment-3135 Charles Frith Sat, 09 Jun 2007 10:09:34 +0000 http://www.mb-blog.com/index.php/2007/06/06/is-new-media-an-excuse-for-making-old-mistakes/#comment-3135 Hi Nigel. There aren't many/any for exactly the reason you've outlined that it should start with the idea not the media channel. If only some of the superbrands would begin with 'we've got a bunch of ideas and things we're interested in' and then seed them in ways that built micro communities which then talked to each other as outlined in <strong><a title="Faris Yacob post" href="http://farisyakob.typepad.com/blog/2006/10/transmedia_plan.html" target="_blank">Faris Yacob's model of transmedia planning</a></strong>. Making lots of little mistakes in relatively low cost environments is the only way to foster the environment for a success. Alas the top down marketing model of 'here's our idea' you'll like it still results in big flops like AB's bud.tv. Then again the marketing model of Brand managers in marketing positions for a year or two doesn't encourage this model and is only ever looking to create short term sales efficacy over long term product interest. I can't urge people enough to read Nicholas Taleb's Black Swan about this idea for managing risk spread over a much wider base, for more chance of creating a hit. Hi Nigel. There aren’t many/any for exactly the reason you’ve outlined that it should start with the idea not the media channel. If only some of the superbrands would begin with ‘we’ve got a bunch of ideas and things we’re interested in’ and then seed them in ways that built micro communities which then talked to each other as outlined in Faris Yacob’s model of transmedia planning.

Making lots of little mistakes in relatively low cost environments is the only way to foster the environment for a success. Alas the top down marketing model of ‘here’s our idea’ you’ll like it still results in big flops like AB’s bud.tv. Then again the marketing model of Brand managers in marketing positions for a year or two doesn’t encourage this model and is only ever looking to create short term sales efficacy over long term product interest.

I can’t urge people enough to read Nicholas Taleb’s Black Swan about this idea for managing risk spread over a much wider base, for more chance of creating a hit.

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