Well, I guess this is a step in the right direction:

Days after rival Publicis Groupe unveiled a new media division, Interpublic unveiled one of its own. The new, as-yet-unnamed company will be a unit of Interpublic Media focusing on researching and understanding “consumer experience.” The unit will report to Stacey Lynn Koerner, executive vice president-director of global research integration at Interpublic’s Initiative unit, who will serve as president of the new entity…..Koerner will oversee a team of eight “consumer-centric” specialists focused on developing new methods for understanding consumer behavior and how it relates to media.

Okay, I guess you can call this an experiential strategy, although it seemingly revolves around research of the experience rather than the experience itself. But it is totally heartening to see a major ad shop going into this direction: it’s not just media for media’s sake, but how the consumer experiences it and engages it that is paramount to understand. Good to see a shop like Interpublic realize that it needs to understand this new revolution before it gets left in the dust.

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: