The line is the wrong way round

I don't need no line!

I have been pondering the significance of new model agencies entering the market (as per Richard's thought provoking post) and also the endless debates about integration, the role of ATL Vs BTL and have come to the conclusion that the thinking is just simply wrong.

The line - as we used to know it - no longer runs from West to East - it actually runs South to North.

   

Old Model

   

New Model

You see I believe that for too long now there is a misconception around the roles of communication based on the belief that rational messaging (BTL) will lead to behaviour change following the deployment of emotional ATL communications. This is of course nonsense. 

Technology has redefined the line

The integration of digital has meant that all communications need to be emotively charged to succeed. Moving sound and image – the best drivers of emotional responses and brand ‘likeability’ no longer reside solely in ATL agencies – but in all creative agencies irrespective of their discipline. This raises an interesting dilemma for pure play digital however - they are perhaps the narrowest of all and as such struggle to recruit creative and planners from either side of the line

.

Which one are you?

Left of line or right of line:

The potential to sit more to the right or more to the left makes considerable more sense than above and below in today's world. And so - as my good buddy Patrick Collister elaborated when I showed him this - perhaps a more accurate way to differentiate agencies is as left-of-line or right-of-line.

So, reflecting left-brain/right-brain theory, left-leaning agencies will specialise more in logical, transactional messaging with right-of-line agencies concerning themselves with emotional engagement.

Left-of-line agencies create positive response to the offer or promise. Right-of-line agencies create positive response to the communication itself. Both need to be branded.

We need the vertical line:

The new vertical line assumes that every pack, e-mail and microsite will have a bearing on the brand just as every TV ad will have an influence on the nature of every offer in one-to-one communication. So I say - stop using ATL and BTL - it is unhelpful and wrong. Left and right or south and north is a much better descriptor - the question is how long will it take clients to work it out and use it to choose the best agency to solve their business problems.

Rather longer than sooner I suspect.

Comments

[Holycow]

Thanks Richard - hope all is well with yourself. Would like to catch up soon - all change here...

best

M

[richard huntington]

I absolutely love this idea Mark - genius,

[Gavin Heaton]

This is a great way of rethinking traditional distinctions. Will give it some more thought ... ta

[lulu]

honestly, i have nothing right in my left side of the brain, nor anything left in my right side of the brain.

[Holycow]

Hi Will - personally I am to the right but depending on what the business objective is - sometimes I am found to be working more to the left. I guess that is what planners and creatives of the future must be able to do - work with both sides of their brains.

[Will]

I like it, like it a lot. Think I'd be to the right of that line, somehow.

And you Mark?