65th Anniversary: More Views on Changes in Agency Technology
One of the ways we will be celebrating the 65th Anniversary of Howard, Merrell & Partners is to celebrate the people of the agency and share their thoughts. Here are views from some of the newer agency folks on how technology has changed the advertising business during their agency tenure.
Amber Frasketi
Technology has both benefit and hurt the industry. Although we now have the ability to respond to a client’s needs in a matter of minutes/hours as opposed to days and can respond with real-time information, we are also expected to turn out strategies, media plans, creative executions, etc., in days as opposed to weeks or months.
Elizabeth Romero
I don’t think it has changed the advertising industry per se. It has added a medium. As a full-service marketing firm we still consider the important things – objectives, strategy, audience, tactics, emotion, etc. Our agency works together to create integrated campaigns and we tailor our messages to the appropriate audiences whether they be customers, consumers or media.
Christina Harper
Technology, especially in the media industry changes on a daily basis. So exciting! We’ve gone from print ads in the local paper to reaching millions in an hour online. We’ve moved passed the “talk to” platform into the “talk with” era. Advertisers can now find out firsthand what their customers want and respond to them and their needs. Instead of reaching the masses we can reach the small business owner working out of his garage, customizing solutions to help his business grow. How do we find him? How does he find out about us? The web!
Karlie Justus
Integrating all of the different aspects of a successful marketing campaign – advertising, media, PR, social media – has become both harder and easier. News media no longer holds the infamous title of gatekeepers that it did just a few years ago. Now, anyone with a blog is a publisher, anyone on Twitter can act as a real-time “journalist” and anyone can become an overnight sensation via YouTube.
Sarah Findle
Well, I was supposed to get a fax the other day and had no idea what to do or expect…I’ve never sent or received a fax in my life! Needless to say I am youngin here at the agency! Let’s be honest, my job would not exist if it weren’t for the evolution of technology. I love that my job keeps me on my toes as technology changes by the day and even the hour!
Sarah Walker
I am still new to the advertising industry (switched from PR), but I don’t think a lot has changed during my time in the workforce. I am old enough to remember when not everyone had a computer and digital camera, but young enough that they have both been staples in my career. I have seen the effects of social media, but that is changing more than just advertising.
Robin Rogers
Some good, some bad points. When we switched from board mechanicals to digital files many years ago, projects were able to be turned around more quickly. At least that is the perception. It is definitely helpful to be able to upload files to a vendor, and see minor changes via pdf. Direct to plate printing is great as well. But there are still a lot of steps to be taken to ensure a quality printed piece or ad, but because everything is “digital”, there is a tendency to think it should be cheaper and faster, when in fact that is not always the case. It also makes me sad to see some companies replacing printed pieces with their digital counterpart. I think print is still very personal, and lends a credibility to what you are saying. Print and online should work together, and it’s nice when we get to do that. Of course I am a little biased since print projects provide me with a job!
