Point of view: Transmedia's era

Joe Mandese

Every industry goes through transitions. One of Madison Avenue's current ones is transmedia. But as new, and potentially powerful a storytelling device it may be, I wonder how transitory the term may prove to be. Especially if you think about the way our industry's perception of itself, and the way it spins what it does best, has evolved.

Over the years, the relative weight we've given to each component of Madison Avenue's mix - research, creative and media - has shifted, blurred, over-lapped and gotten mashed up into all kinds of hype and buzz terms, but the ones that worked best always developed and executed them in the most integrated ways, regardless of what they were called, and who was calling them that. Here's how I would organise the brief history of the major buzz-worthy inflection points in our business leading up to where we are: