When my dad got out of the Navy after WWII, his father-in-law wanted to set him up in a business that would provide a lot of growth and opportunity-- radio repair.
Good idea at the time.
Luckily, my father decided on a career with General Motors instead.
Again, good idea at the time. But as we well know, things change.
These days, traditional agencies can start to feel a little like a radio repair shop in a iPhone App world. Not so. Even though we don't take our big floor-model radios in to be repaired anymore, we get more news and entertainment over the air than my grandfather ever dreamed of. Likewise, agencies are more important now than ever before precisely because things have changed so much and there are so many more media choices.
I was reminded today that smart marketing and keen communications skills are what really matter-- even with the social-media mania that's taken over advertising. A potential new client came in to talk to us precisely because, as he so aptly put it, we are "classically trained" marketers. He realizes branding is a discipline, one that requires experience and understanding. And it doesn't matter if the communications channel is a Tweet or a 60-second spot.
Before you "change the channel," make sure your marketing partner can help you create a message that's clear and compelling, no matter how it's delivered.
