Hasta La Creative!

“The stuff that matters in life is no longer stuff. It’s other people. It’s relationships. It’s experience,” notes Airbnb’s co-founder Brian Chesky. Airbnb singlehandedly disrupted the hospitality industry by capitalizing on this shift from “stuff” to experiences.

Transformation of businesses away from physical items has proved to be a lucrative strategy. The fastest-growing companies today — Uber, Farfetch, One Fine Stay, Spring and Airbnb — don’t have any physical products to speak of. They are all in the business of removing friction in providing services and delivering experiences to their customers.

If modern brands are built around service and experiences — and not products — then media buying and planning needs to mimic this. For brands, focusing on the volume of impressions and transactions is not enough. Consumers don’t make their decisions based on a siloed communication; they turn to brands in their moment of need and expect brands to fulfill it.

Continue reading at AdAge.com