Monday, July 02, 2007
Experience Planning: Advertising's Newest Discipline
A simple chart from RGA that makes sense. The movement from Campaigns to Experiences and the associated disciplines required to deliver. One thing that everyone seems to miss is the need to influence staff, process and systems. Digital does complete this loop to a certain extent and agencies are comfortable operating in this space. Offline however agency only scrape the surface of these areas, if at all.
The more we are required to deliver a total experience across all touchpoints the more agencies will have to offer change management and process designer to ensure that the customer experience matches the promises made in communication.