Speaking at the Guardian’s Changing Advertising Summit yesterday (20 October), Matt Walsh, executive experience director at advertising agency Crispin Porter and Bogusky said that brands need to capitalise on “the narrative links between touchpoints”, including mobile, online and retail environments, to incite action among consumers.
He adds. “Building brand preference is not enough. Everything is connected to everything for brands now, from retail environments to smartphone devices. Consequently sales can come from any of these touchpoints and brands need to focus more on generating action.”
Walsh said that brands need to keep consumers at the centre of solutions rather than getting caught up in the “latest platforms” which may not be relevant to their strategy.
“You need more than emotion. It’s an important part of a creative strategy, but as consumers access brands across a variety of touchpoints, marketers need to ask themselves how this frequency impacts ad creativity from an experience design standpoint.”
Andy Hood, executive creative development director, at advertising agency AKQA, echoed Walsh’s comments and urged brands to put user experience first when developing creative concepts, and added “technology should be used to support the brand rather than the other way.”
He referenced Heineken’s Star Player app, which the agency produced earlier this year, and cited the decision to “keep the user at the centre of the solution”, as key to its success.