The Disciplines
Media and technology have changed. As a result, the way we communicate has changed. Yesterday’s consumer had advertising directed at them. They viewed the message after it had been shaped.
Today’s consumers are different. They are more informed, connected, skeptical, empowered and demanding – all because of the Internet and Social Media. They seek out the communications with the goal of shaping, engaging and actively participating in the messaging. Therefore, to be effective in reaching and engaging today’s consumer, we always start with the end in mind – our clients’ most desired response – and build.
By combining the traditional agency disciplines into a more efficient and effective structure, we have identified consumer-engaged channels to break through the information clutter.
Paid channels- include any paid media.
Earned channels- include PR, reviews, blogs, social networks posts, tweets.
Owned channels- include website, employees, in-store, database, social networks posts.
Program Management
The Brandon Agency has shifted the traditional role of an account manager. Because we no longer work in terms of traditional media and individual disciplines, but instead we work in collaborative channels–which are paid, owned, and earned–working in an integrated effort with a singular predefined goal. In essence what we have done, is torn down the traditional walls to allow for an inspiring, collaborative, free spirit that allows us to be better than most and achieve much more than most.
