Hasta La Creative!

I’m en route home to Philly from the 4A’s Transformation Conference in Austin — 30,000 feet being an appropriate metaphor for where my head is at right now, following several days of lofty ideas, conversations and interactions about where our industry is headed.

I counted the following buzzwords 2,768 times from presenters and attendees during the conference: content, data, collaboration and consolidation. Here are some of the ways each of these will impact small and medium agencies:

Content: With the rapid expansion of websites, apps, blogs and email for marketing, there is an equal need for content on all of those platforms. Effective content marketing requires a smart strategy, good writing, compelling visuals and video. But the theme at the conference was about taking content to a higher level, integrating it into campaigns and exploring new vehicles to get in front of — and influence — target audiences. Agencies and their clients can tap the skills of companies that have multichannel access to millennials via video channels on YouTube and other social platforms. These channels feature regular “programming”‘ that attracts young, devoted audiences that are influenced to buy the brands that the show’s talent endorses. One of the big YouTube stars is Brittani LouiseTaylor; check out her site, and you will likely be exposed to a new world of content and entertainment that has captivated (mostly) young girls everywhere.

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