1) I believe the most significant trend in the industry this year has been advertising via social media…how much it’s truly grown and flourished. While I continue to believe that traditional broadcast advertising is the leader in terms of reach as well as measure, social media has definitely become the darling of advertisers lately because of the target social media does reach as well as the seemingly “wild wild west” unexpected nature of what’s out there. It’s fast, it’s chaotic, it changes constantly and, while difficult sometimes to measure, if something “clicks” with the audience, the results can be rewarding…and a bit fun.
2) Our agency has had to become more nimble and responsive to client changes in order to keep up with the social media whirlwind. We always felt we were, but advertisers are quick to demand changes based on sometimes instantaneous trends. And, while media venues are always important, for us it’s all about the strategy and the execution.