The Newsroom Model: 21st Century Advertisers

In February of this year a blog featured on the Harvard Business Review Network posited ‘Advertisers Should Act More Like Newsrooms’. Authors Baba Shetty, Newsweek CEO, and Jerry Wind, Professor of The Wharton School, cited the quick-fire responsiveness of brands such as Oreo and Audi during the Superbowl. The former tweeted a ‘You can still dunk in the dark’ creative in response to the power outage while the latter tweeted “Sending some LEDs to the @MBUSA Superdome right now…”

Alongside brand giants including Coca Cola and Procter & Gamble who also participated in this finger on the pulse marketing in the wake of the Superdome’s electrical issues, what Oreo and Audi are doing here, according to Shetty and Wind, is recognising a sea change in brand communications, including advertising, marketing and public relations.

The 2020 Project, put together by the Wharton Future of Advertising Program, asked 175 industry leaders what 2020 would look like for advertisers. The consensus was that the days of meticulously detailed campaigns, planned months ahead, are over. Social media tools, particularly Twitter, put a premium on immediacy. Shetty and Wind state that to adhere to this new newsroom model communications will need to be three things: prolific, agile and audience-centric.

Read the blog article here.

Read about The Wharton Future of Advertising Program here.

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