The 2010 Media Federation Awards was a fantastic showcase of some of the amazing work that is coming out of the Australian media industry. Each campaign appeared to stretch the boundaries of traditional executions to produce original and innovative solutions for clients. The theme ‘Brave New World’ is truly a reflection of the evolving and advancing Australian market, and the need for agencies to step forward and create campaigns for their clients that challenge the norm whilst still being true to their brand and audience.
In an industry where so many brands are shouting to stand out and be noticed the need to be brave in media is almost inevitable, or you risk being drowned out by the crowd. At the same time, it takes bravery for us as individuals to hand over our carefully thought out ideas to be scrutinised with full knowledge that they could be squashed within the first 2 minutes of a meeting for being too out there, too risky or not guaranteeing a high return on investment.
With the continual fragmentation of media it is becoming increasingly challenging for brands to navigate the emerging opportunities and develop an ideal consumer experience amongst all the media options. Whilst some brands may see this as a threat to their ability to execute a traditional media campaign, others are seizing this change in the media landscape as an opportunity to develop a fresh approach.
Campaigns such as Pedigree Adoption Drive which picked up several accolades at the MFA’s including the coveted Grand Prix are great examples of innovative, integrated campaigns that engage consumers on a deeper level than simple spots and dots. Pedigree recognised the fact that their target had a presence across multiple platforms, and executed different examples of integration to suit each channel.
Charles Darwin said that 'it is not the strongest or the most intelligent species that survives, it is the ones most adaptable to change'. In our world, the survivors of the future will have capitalised on the changed media landscape. It’s easy to be brave from a safe distance, and in many cases innovation is being stifled by inflexible internal processes and protocols. It is a brave new media world out there, and consumers are moving with the times. Agencies and brands must deliver relevance and use innovation to break through the media clutter if they want to engage high-value customers in long-term relationships – remember the fundamentals, but embrace the change.