Commentary

Putting Great Minds to Work in Real Time

by Joe Mandese @mp_joemandese, August 30, 2010

Jonathan Halvorson, Global Digital Director, MediaVest is reminding us about the real fundamental changes the shift to social media is having on another important stakeholder: Madison Avenue.

Sure, it's all about the consumer, but as Halvorson explains it, it's also forcing agencies to change the way think about advertising, media and most importantly, communication.

The most obvious shift, he says, is the one from GRPs and impressions to relationships and experiences with consumers.

It's all about "human thinking" and thinking about it in "real time," he said.

"We're not just thinking about GRPs. We're not just thinking about impressions. We're thinking about how we can build stories," Halvorson said, adding the shift is being facilitated by social media.

The other big change is that it's all happening in "real time."

Unlike the old TV-centric Madison Avenue model that took six months, or even years, to develop concepts, campaigns and executions, Halvorson said the dynamic, real-time nature of social media requires agencies and marketers to adapt their strategic planning and reaction process. He calls the process "putting great minds to work in real time."

"How can we crowd source this to be more nimble, to be more agile, and by the way, to do it on a global basis," Halvorson asked.