Convergence, contradiction and collaboration: Case studies on developing creative strategies for digital components of integrated campaigns

Brian Sheehan, Antony Young

Research output: Chapter in Book/Report/Conference proceedingChapter

1 Scopus citations

Abstract

This chapter explores the profound impact of the digital revolution on the advertising business. Specifically, it looks at how advertisers and their agencies are changing the ways they plan media, create advertising ideas, and integrate their campaigns using digital and traditional media. Three key themes are explored: 1) the critical importance of context, which challenges advertisers to fundamentally re-evaluate the relationship between media placement and messaging; 2) the challenge of fragmentation to goals of integration: in the digital scenario, the ability to manage complexity has become a key competitive advantage; 3) the need for a new process to ensure the creative development process is in tune with context and focused on simplicity: this process is called the contextual creative brief. A number of case studies are provided of advertising campaigns that have pioneered in these areas. They are: Mitsubishi's "Which Car?" campaign, Lexus' "Mosaic" campaign, Toyota's "Best in Jest" and "Sketchies" campaigns, Ambien CR's "Points of Stress" campaign, and the Simpsons Movie launch campaign.

Original languageEnglish (US)
Title of host publicationHandbook of Research on Digital Media and Advertising
Subtitle of host publicationUser Generated Content Consumption
PublisherIGI Global
Pages275-298
Number of pages24
ISBN (Print)9781605667928
DOIs
StatePublished - 2010

ASJC Scopus subject areas

  • Economics, Econometrics and Finance(all)

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    Sheehan, B., & Young, A. (2010). Convergence, contradiction and collaboration: Case studies on developing creative strategies for digital components of integrated campaigns. In Handbook of Research on Digital Media and Advertising: User Generated Content Consumption (pp. 275-298). IGI Global. https://doi.org/10.4018/978-1-60566-792-8.ch015