NEW YORK, Jan. 14, 2015 /PRNewswire/ -- Most global industries have changed and are evolving at a quickening pace due to technological advancements in device and distribution. The film, music, photography, news and media industries will never be the same. Why has the advertising industry fundamentally remained the same? At 2mrw, we asked ourselves, "What if now was the time for that change? What if advertising dollars could be spent to benefit consumers more than the advertising industry?" To that end, we're releasing findings through a detailed white paper that can be found here: www.2mrw.co/2mrwinsights_collapse.pdf
Marketers have been talking about the advertising model being broken for years, but like lemmings, continue to operate within an archaic model. The days of creating programming and media content for the purpose of convincing marketers that they will reach their communications goals by paying millions of dollars to place ad messages in and around that content are over. People are less swayed by ad messaging no matter how catchy, funny or cool they are. Any 10 year old can tell you that showing a juicy burger with a great music track and funny celebrity does not make the real burger in-store look or taste like the one in the ad. So why do marketers continue to follow such an outdated, inefficient approach? Millions of dollars are spent asking agencies and media companies for recommendations on what to do when they are the only ones truly benefiting from the money being spent the exact same way as it was 30 years ago.
It's time to wipe the slate clean and do things differently. Read the white paper and see how a value-centric approach is quickly replacing a message-centric one.
2mrw is a new breed of creative, design and innovation consultancy that identifies a brand's promise and brings it to life. We are taking a fresh look at the agency model to better craft a process, team and approach that fit the needs of branding and marketing challenges today and tomorrow. www.2mrw.co