Comments on: Nike dumps Wieden for Digital Marketing http://brian.magierski.com/2007/03/26/nike-dumps-wieden-for-digital-marketing/#utm_source=rss&utm_medium=rss&utm_campaign=nike-dumps-wieden-for-digital-marketing Entrepreneurial finance, venture capital, tech deals, Enterprise 2.0, Collaborative Applications - brian.magierski.com Tue, 02 Mar 2010 07:59:06 +0000 http://wordpress.org/?v=2.9.2 hourly 1 By: Brian Magierski http://brian.magierski.com/2007/03/26/nike-dumps-wieden-for-digital-marketing/comment-page-1/#comment-2568 Brian Magierski Tue, 27 Mar 2007 12:35:28 +0000 http://brian.magierski.com/2007/03/26/nike-dumps-wieden-for-digital-marketing/#comment-2568 Thanks for your comment Katie. I agree with your points, and think you make a good case for why this is an "Innovators Dilemma". The combination of a true restructuring as you say while the new model is still yet to be truly proven (even though we can reasonably tell that it will be proven) creates an incedibly challenging dilemma for the incumbents (namely the agencies in this case). While the marketers and advertisers will remain challenged, eventually service providers that "get" and generate value in the new paradigm will emerge. Thanks for your comment Katie. I agree with your points, and think you make a good case for why this is an “Innovators Dilemma”. The combination of a true restructuring as you say while the new model is still yet to be truly proven (even though we can reasonably tell that it will be proven) creates an incedibly challenging dilemma for the incumbents (namely the agencies in this case).

While the marketers and advertisers will remain challenged, eventually service providers that “get” and generate value in the new paradigm will emerge.

]]> By: Katie http://brian.magierski.com/2007/03/26/nike-dumps-wieden-for-digital-marketing/comment-page-1/#comment-2567 Katie Tue, 27 Mar 2007 09:59:29 +0000 http://brian.magierski.com/2007/03/26/nike-dumps-wieden-for-digital-marketing/#comment-2567 Brian I think that the problem is not just that the agencies dont involve with digital, but more that the marketers, advertisers and agencies dont understand what digital is..or does. There is no consistent understanding or appreciation. I totally endorse your position that it enables 'conversations', but this must be the most scary thing to the traditional marketers and agencies: no longer is it a case of pushing out a piece of communications, measuring it, and then sitting back till the same time next year. The 'new paradigm' means that much more work is involved: creating meaningful experiences/ entertainment, then finding ways to measure impact, and then, developing an ongoing rapport with those consumers who are 'bothered': not just a paradign shift- its a whole restructuring job- which has yet to be proven Brian
I think that the problem is not just that the agencies dont involve with digital, but more that the marketers, advertisers and agencies dont understand what digital is..or does. There is no consistent understanding or appreciation.
I totally endorse your position that it enables ‘conversations’, but this must be the most scary thing to the traditional marketers and agencies: no longer is it a case of pushing out a piece of communications, measuring it, and then sitting back till the same time next year. The ‘new paradigm’ means that much more work is involved: creating meaningful experiences/ entertainment, then finding ways to measure impact, and then, developing an ongoing rapport with those consumers who are ‘bothered’: not just a paradign shift- its a whole restructuring job- which has yet to be proven

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