Creative dissonance: Disrupting traditional practices is the key to success in today's environment

Antonio Lucio
Visa, Inc

Disrupting traditional practices is the key to success in today's environment

Traditional mass media is being steadily displaced by the borderless exchange of content and data across laptops, mobile handsets, and televisions. Consumers have a constant stream of data available to them. For marketers, this necessitates a radically new approach to electronic media, content development, and consumer engagement.

The solution lies in turning long-held best practices on their heads. This means making consumer-centric media planning step one in the creative process through an approach we call Audience First. Some creative directors and CMOs may chafe at this notion, viewing it as backward, if not blasphemous. However, in today's environment, disrupting the traditional creative process is critical.

The Plight of the Marketer