Every four years, there is a month where Americans care about futbol. That month has come and gone, and once again I’m left longing for more. The tragedy of it all is that soccer has gained some momentum with Americans, but just like last time, and the time before that, we are left without world class soccer to follow after the World Cup is over. Sure we have Major League Soccer, but lets face it, I could probably assemble a competitive MLS team from the ranks of planners at Martin.
Andreas Heikus did this as part of his thesis. I don't know who he is, but he is studying something called matchmoving, which takes digital animation and puts it into the real world. It's much cooler than anything I did in school, and I look forward to being envious of whatever job he gets after graduation.
Heather wrote a great series of posts about her transition from traditional planning to digital strategist. As usual, she also managed to spark some good conversation in the comment section. I thought Faris' comment did a great job of articulating the difference in creating content to earn attention rather than pay for it:
I totally agree in the sense that buying attention is increasingly not a viable option so we need to earn it.
Content people want to watch earns it’s own attention but it requires us to invert how we approach content creation.
Previously he onus was on on us to say what the client wanted to say in the most palatable and appealing way for the audience.
In an earned attention world we have to say things people want to hear and then work out how to fit brands into that.
The challenge – as you point – is that making content is hard. That why we buy the attention of content producers. And they have to portfolio invest in ten properties to make any money because most songs films tv shows lose money.
But that’s also probably a good model for brands….