At yesterday’s 4As Transformation conference in Los Angeles, leaders from major brands and digital agencies met to discuss how interactive and social media have changed the way companies communicate their messages to consumers, as well as share ideas to inspire each other to rethink, reprogram and reboot their paradigms.
It is no coincidence that both Global Chevrolet marketing chief Tim Mahoney and McCann Worldgroup CEO Harris Diamond were two of the featured guests. Detroit has a robust advertising community, with the Adcraft Club of Detroit being the nation’s oldest advertising and marketing communications organization. The city may not have the Mad Men reputation of New York or Chicago, but Detroit’s advertising community is as much as a player, especially when it comes to supporting the auto industry.
GM is seeing more value in media partners, sometimes in ways that their primary shop may not be able to satisfy. As technology advances, Mahoney says, media partners can help the company “find innovative ways to reach consumers faster than creative directors who came from art school.” As published in AdAge.com, Mahoney also added that creative is still critical to marketing, as he views marketers as “storytellers,” and GM board members still spend hours pouring over a commercial.