Advertising Agency tale…

Little Red Advertising Agency

Once upon a time there was a dear little advertising agency who was loved by everyone who looked at her, but most of all by awards juries, and there was nothing that they would not have given to the child. Once they gave her a little riding hood of red velvet, which suited her so well that she would never wear anything else; so she was always called ‘Little Red Riding Advertising Agency.’

     One day her mother said to her: ‘Come, Little Red Advertising Agency, here is a briefing, take it and deliver a great campaign for your client brand, and it will do her good. Set out before it gets hot, and when you are going, walk nicely and quietly and do not run off the path, or you may fall […]

     ‘I will take great care,’ said Little Red Advertising Agency to her mother, and gave her hand on it.

     The client lived out in the wood, half a league from the village, and just as Little Red Advertising Agency entered the wood, a wolf met her. She did not know what a wicked creature he was, and was not at all afraid of him.

     ‘Good day, Little Red Advertising Agency,’ said he.

     ‘Thank you kindly, wolf.’

     ‘Whither away so early, Little Red Advertising Agency?’

     ‘To my customer’s.’

     ‘What have you got in your apron?’

     ‘An award/winning advertising campaign.’

     ‘Does your campaign include digital, my dear?’

     Little Red Riding Advertising Agency raised her eyes, and when she saw the sunbeams dancing here and there through the trees, and pretty flowers growing everywhere, she thought: ‘I think I can face this challenge; after all, my group acquired nothing but digital firms last year. I’ve got in-house skills. It is so early in the day that I shall still get there in good time.’

     So she ran from the path into the wood to look for flowers. And whenever she had picked one, she fancied that she saw a still prettier one farther on, and ran after it, and so got deeper and deeper into the wood.

Sorry but I have to interrupt your reading: I still don’t know how the tale will end.

Advertising Agencies faced in the past different media challenges (the advent of TV, for example) but they always managed to build great campaigns without entering the wood. Production Houses did it for them.

But one thing I know for sure. If they have to build a interactive campaign, they will have to enter the wood.

Let’s wait for the end.