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Tuesday, November 09, 2004
Ad agencies sound alert over the mobile phone generation
From FT.com
Valerie Accary, managing director for multinational clients at BBDO Europe, says her study suggests young people like brands that give them “new experiences all the time”. The implication is that ad campaigns must surprise to succeed.
Churning out all these advertising campaigns and constantly retooling brands will be hard work for marketers and could put pressure on their profit margins.
But there appears to be little alternative. Advertisers will have to keep moving if they want to reach young people who no longer knock on the front door but wait at the corner, playing with the keypads on their mobile phones.
Valerie Accary, managing director for multinational clients at BBDO Europe, says her study suggests young people like brands that give them “new experiences all the time”. The implication is that ad campaigns must surprise to succeed.
Churning out all these advertising campaigns and constantly retooling brands will be hard work for marketers and could put pressure on their profit margins.
But there appears to be little alternative. Advertisers will have to keep moving if they want to reach young people who no longer knock on the front door but wait at the corner, playing with the keypads on their mobile phones.