Advertising Age reported on Advertising Age's CNBC CEO Summit earlier this week. In their article they quoted BBDO CEO Andrew Robertson, who said:
"We used to think about messages that created a case for a particular behavior. It's not about that now. It's about creating experiences that, by participating in them, change consumer behavior. I'm only interested in behavior. Everything else is just a proxy for it. Unless behavior changes, it's all been a waste of time and money. That's an important lens through which to look at everything, because there's a lot of interesting stuff going on, none of which is going to change behavior. And our clients can't make any money unless behavior changes."
Link to full article: http://adage.com/article?article_id=131172
I think this is one of the most profound things I've heard recently about the importance of creating engaging, relevant experiences (online, offline, wherever) that impact behavior.
It begs the question though – what kind of experiences really change behavior? I can't help thinking about my 7 and 5 year old playing games on pbskids.org or nickjr.com. They're learning, exploring, playing. And I see their behavior change, what they talk about, what they pretend. But I think it would be a mistake to say that every experience (or cool interactive web site) changes behavior.
What are some experiences that have changed your behavior?