Recently, in a room full of advertising brain trustees, one executive said, “The “new creative’ might be an ecosystem of content.” Brilliant. The brand lives in the connections, the juxtapositions, the inferences, the feeling of reciprocity.
That’s pretty much why we started Percolate. We believe the new creative is an ecosystem of content and that brands need a scalable way to produce it. When we start working with a brand we do our calibration (explained a bit on our How It Works page). The point of that is to help build out the brands interest graph: A literal representation of the intersections that makes the brand who it is.
Ted makes some other interesting points in the article as well, specifically around how we’ll start to think about measuring content as it becomes a more important part of the digital puzzle. Give the whole thing a read.