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TOM BEDECARRE: Humor and emotion are important elements
in video advertising because they're important elements of
storytelling.
And the best advertising is really telling a story.
So I think there's other elements that work.
But we always tend to use things that--
we go for the lowest hanging fruit.
And I think that that's why, when you take a look at what's
popular and shared in video, it's a funny story, it's a
piece of music that you like, or some sort of content that
touches you emotionally.
And I think it's going to always be that way.
How is social marketing changing advertising?
Well, I think social media are changing some of the ways that
we interact with each other.
But they're picking up on social behaviors that people
already have that just makes it easier.
So technology makes it easier to share a photo, easier to
get in touch with someone, easier to get in touch with a
lot of people.
So I think what it does is it makes advertising and
marketing easier.
It's easier to find an affinity group.
Because those groups are already finding themselves.
And we just have to find a way to provide something
interesting or tap into that discussion in a way that's
relevant to the group that's brought together by
themselves.
Well, I think technology and creativity, that intersection,
is being celebrated more and more.
When you take a look at companies, like Apple, that's
one of their fundamental beliefs about
how they create products.
And I think at an agency, like AKQA, it's one of our
fundamental beliefs of how we can connect with people by
understanding technology that brings more answers, that
might bring a local search result, that might tap into
their previous preferences.
But doing so in an innovative creative way that tells a
story or touches a human emotion.
And it's really that intersection
where AKQA plays best.