A short Manifesto by Harry & Co.
ADVERTISING, EVEN AT IT’S MOST SENSATIONAL, CAN NO LONGER DO IT ALL. We’ve been there, are still fans, but now believe in something more 2010 relevant. Because a consumer isn’t a passive target. He is a powerful media channel in his own right – not the kind you can influence with traditional one-way communication. With an innate need to create, interact and actively contribute to the evolution of “his” brands around his complex set of values and changing emotions. The new marketing challenge is to connect more deeply with him, but in his own terms, with engaging experiences as opposed to massive disruption.
ENGAGE OR GET OUT OF THE WAYTM. Predictability and traditional planning have to give way to a whole new kind of inventiveness. As driving a single big idea with whopping advertising budgets no longer works. Times have changed, so have minds. More and more, lucid marketers are choosing to invest in the art and business of brand relations. Creating that on-going emotional bond through the multiple media-neutral platforms of Engagement marketing.
Lead, Follow, or Get out of the Way. Harry & Co invites communicators of all creeds to share thoughts, doubts, insights or big ideas, so Engaging Marketing really matters.