Creative content for advertising has a much shorter shelf life in this fast-moving digital world, says Chris Weil, Chief Executive Officer for Momentum Worldwide, in an interview with Beet.TV.
“The distribution channels have changed so dramatically and we need to look at content in a different way,” he says. In the past marketers could build creative with a “wonderful” long shelf life. That’s no longer the case. Now, the demands on creative agencies are even tougher because the focus is volume along with creativity, he explains. Speed, quality, and expense have become the watchwords in creating content.
Newer advertisers are learning that if they want to hold their position as first movers they need to build brands, and that comes through top-notch creative, Weil adds. “If we can drive the dialogue around how to create value, then this is a growth industry,” he says.
Weil was interviewed by Beet.TV at the 4As’ (American Association of Advertising Agencies) Transformation 2015 event in Austin, Texas. Our coverage is sponsored by Videology. Please find more coverage from the conference here.