Marketers urged to use multimedia

Traditional broadcast thinking applied to new media is obsolete – in the future, dialogue will build brands, marketing directors will be told this week.

In a so-called “white paper” from new media communications specialist AKQA, marketers are advised to ignore claims by some traditional media owners that only their media can build brands.

“That’s a fallacy,” claims AKQA director Ajaz Ahmed. “Part of the problem is people are being caught up in the logjam of bits, bytes and band rates.”

AKQA details brands created by new media, such as Hot Wired and Netscape. Hot Wired became as profitable as Wired magazine within six months.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here