Over the last few weeks I’ve received a lot of feedback on our companies move to an Adaptive Marketing approach. One of the recurring questions has been around how it works. As one of our LinkedIn forum members said, “If no one is currently doing this, how can an agency possibly integrate the process and make it work?” Great question and one that’s been on our minds a lot lately, too.
As luck would have it, a campaign recently exploded online that I believe illustrates the adaptive approach to marketing. I’m talking about the Old Spice Guy work done by Wieden & Kennedy. It began as a great Super Bowl TV spot but what happened afterward – and they way they worked with their client – is what I find most compelling.