I've said before that the smarter agencies will see the myriad possibilities afforded by fragmented media not as a threat, but rather as a huge opportunity. The interesting thing about the new and emerging forms of communication are the new and emerging ways they allow stories to be told, conversations to happen, narrative to form.
Think about the narrative strand formed by following a twitter stream…or a status update:
Think about how last year, 5 out of the top 10 novels in Japan were written on mobile phones:
Ford are doing something interesting right now for their Fiesta 'thisisnow' campaign. A collaborative art project that has seen the TV ad director (Noah Harris, stop motion animation artist) commissioning a series of pieces from some of Europe's most promising young artists which have then featured in the ad. And Art students across Europe were asked to submit works that depicted their own interpretation of 'now'. And of-course there's the public Flickr group, blog, twitter stream, and Facebook page. There's more and more of this sort of stuff, but this time the agency got in touch to tell me more about the campaign after I started following the stream on twitter. Smart.
But of-course the really interesting challenge is not about ad campaigns at all. It's about how multiple, concurrent, linked (or maybe not linked, or at least not necessarily complimentary) narrative strands can paint pictures over time, create lasting dialogue, evolve – how brands can commit rather than campaign . Maybe this is where the future of your agency lies.