2/7/2024 0 Comments War room long beach![]() But war rooms aren’t cheap either, said Orli LeWinter, 360i’s vp of strategy and social marketing. The joke about war rooms is it’s just a bunch of kids with empty pizza boxes. You need a lot of dough for war-room pizza ![]() Moving fast is good on paper, but wait until legal gets involved. War rooms sprang up as a reaction to complexity, said DDB North America CEO Wendy Clark, who was until recently a high-ranking marketer at Coca-Cola. That has now evolved into what Innocean calls the “StoryLab” - an always-on, in-house newsroom, which is constantly plugged into social and which counsels its clients “not to chase Oreo moments,” according to Nguyen Duong, director of digital strategy at Innocean. During the 2014 Super Bowl, the automaker set up its own social-media newsroom at the Huntington Beach, California offices of the agency. Hyundai and its agency Innocean embody this mindset, having abandoned the war room in favor of a more orchestrated yearlong effort. “It’s about having the right people, plans and thought processes in place to stick to the brand’s strategy and always working toward marketing objectives and business goals.” The agency had set up war rooms at its Brooklyn headquarters on behalf of Audi and Cap’n Crunch in the past, but none of its clients this year will be using war rooms.“The thing is, it’s not about the room, a physical space with screens and clients,” he said. “I’d say the war room has given way to a campsite - real-time marketing needs to be a built-in strategy all year round,” said Kevin Del Rosario, associate director of social at Huge. Keeping pace with the speed of digital culture actually requires marketers to plan ahead of time. Such shortsightedness only distracts brands from actually reworking their internal processes to be more nimble, not just “real time” for the odd event. Seizing a moment in time and repackaging lightning in a bottle may have become standard practice in the immediate aftermath of the Oreo tweet, but marketers are increasingly realizing that the key to relevance isn’t just about capitalizing on buzz-worthy moments centered around tentpole events. ![]() “The idea was, ‘let’s all pay attention to what people care about right now and then push something quick out’ - but that’s not a one-day-a-year thing it’s a business practice.” “The concept of the war room is 100 percent dead,” Marc Gallucci, founder and CEO of Publicis Groupe-owned agency Relevant24, said. Chasing real-time blips, after all, isn’t a sound long-term strategy. The war room has come to symbolize a superficial approach to being relevant. The sheen has worn off real-time marketing - you don’t hear it brought up at industry conferences, at least not in a positive light - and brands have moved on, for the most part, from the war-room strategy. The war rooms, command centers and endless such military euphemisms for rapid-fire social responses to big cultural events became symbols of the real-time mania. Audi, Jaguar, Bud Light, AKQA, Huge and Mindshare were merely a few of the marketers that touted these dedicated spaces for brand and agency folks to feverishly huddle around multiple screens and social media management dashboards, as they attempted to upstage the show with pithy real-time content.īut with Super Bowl 50, those days seem long past. The moment was destined to go from fame to infamy, as it marked the awkward rush by brands to embrace real-time marketing. You can still dunk in the dark”- struck viral gold. ![]() ![]() Back in 2013, an 11-member team from 360i, MediaVest and Oreo assembled at 360i’s New York City offices and set the gold standard for what quickly came to be known as “real-time marketing.” The brand’s quick-witted tweet timed with the third-quarter blackout - “Power out? No Problem. ![]()
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