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.