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Media: Double Standards - It's time for FMCG to leave the 'digital doghouse'

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Bark at us. New Website Today we launch our shiny new website - BigDog 3.


We Moved Doghouse In March doghouse from the tranquil seaside surroundings of Skerries digital to the hustle and bustle of Dublin city centre. It also means we have less distance to travel on Fridays in search of a good pint. Coming and Going The past few months have also seen some departures and arrivals to the team. Like it, love it Share it.

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Related Posts. Start a project. Plus, TV is becoming IP-enabled, which will bring new capabilities and opportunities, including household targeting. Mainly that they read the press. To be fair, in some cases it reflects a more sophisticated use of digital and in particular doghouse importance of earned media. In other cases, it feels like Second Life all over again; brands rushing to adopt the latest trend without fully understanding it. Skittles is probably the most digital example of this.

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Our recent Impulse work is a good example of a brand understanding its core digital and developing an ongoing, sustained digital programme. Digital offers a means by which doghouse can recommend products and services to each other instantaneously but this has yet to be harnessed.


The IAB, in particular, has worked tirelessly to promote the benefits of digital to FMCG marketers; investing heavily in research, publicising the issues and partnering with key industry organisations - and we'll be watching its work with Nielsen on digital UKOM measurement tool with interest.

Many of the media owners are also heavily committed to the cause and, in our experience, the media agencies themselves are also key advocates digital digital. Sadly for us marketing professionals, 21st-century consumers don't differentiate between media in convenient categories.

Clever, responsible interactive marketing is so much more than online advertising or eCRM. It reaches users at a whole range of touchpoints and - if it's done well as part of a doghouse strategy - talks to them appropriately, relevantly and usefully in a timely fashion.

This integrated social media campaign generated a phenomenal pages of chat on MoneySavingExpert: The Innocent Drinks rabbit site is another recent project we're very doghouse to have worked on www. Across the board in FMCG clip porn mom marketing there are still too many brilliant but isolated campaigns and too few carefully thought-through strategies.

Starting a meaningful dialogue with your audience - and nurturing it through useful and relevant conversation - is hard, slow work.