When it comes to content, we’ve come a long way, baby.

January 27, 2017  |  BVK

Thinking Big

Things have changed a lot since the halcyon heydays depicted in AMC’s period drama series, Mad Men. Sure, the work is still challenging and the need for inspired, strategic creative work within ever-changing formats keeps us busy. But there’s change in the air. And it’s shaking some parts of our industry to the core.

“Now try not to be overwhelmed by all this technology. It looks complicated but the men who designed it made it simple enough for a woman to use.” — Joan Holloway: Mad Men, Season 1


Brands are struggling to keep up.
In some ways, the job of a marketer has never been more complicated. On one hand, the opportunities for reaching audiences in engaging ways is nearly limitless. Fantastic! Options abound. Yet on the other hand, that just means we have to do more things — or maybe fewer things — better, but with the same dollars or even less. And thanks to the myriad ways to track digital media channels, we now have more opportunities to become smarter marketers, all while fighting the tendency to become paralyzed by data overload. These are good things. For the most part. Yet there are still only 24 hours in a day.

And then there are the agencies.
Our clients have made it clear that they continue to need more from us in new and evolving ways. We’ve seen the industry go through periods of specialization. How many trendy “digital agencies” did we watch rise and fall in the past handful of years? More than we care to count. The truth is, if you didn’t figure out what it meant to be “digital” you’re no longer in business today. And here we are, facing the next wave of change in the industry. As if “content” is some new problem.

We’ve always been about making content.
The online world moves quickly and attention spans are shrinking. Consumers now expect new, fresh, interesting and engaging content 24/7. The market demands a new and more efficient model to supply a seemingly insatiable audience. We get it. Brands have a clear and defined need for higher volumes of content in a fraction of the time. And many creative agencies consistently fail to deliver a solution to that need, within reachable budgets or timelines. And the beat goes on.

We only see opportunity.
Something must change in order to get different results. We’ve watched countless marketplace examples of short-term solutions that have played out via cut-rate productions. And we asked ourselves: do clients really want to invest their hard-fought marketing budget and risk their brand equity in churn-and-burn content that does little more than add to the already noisy marketplace? We don’t think so. That’s not our style. And our clients agree.

We’ve got something up our sleeves.
We believe that the real answer to the content challenge is rooted in battle-tested storytelling chops, paired with strategic brand insights — while focusing years of production expertise into process efficiencies. You don’t have to sacrifice strategy or quality to achieve new volume and engagement milestones.

You may just need a new partner.


is a full-service, Top 25 independent advertising agency.

Get updates from The Current

Which topics interest you?

Public Service
Travel & Tourism
Recreation & Lifestyle
Consumer & Retail
Financial Services
Thinking Big

More from The Current

November 29, 2022

Travel Insights: Gen Z and How They Are Changing Travel 

The New Culture Makers Rethink Travel In this month’s issue we focus on understanding how Gen Z’s cultural values are alr...

October 31, 2022

Travel Insights: Young Generations’ Priorities & Travel Solutions

It’s hard to believe that we are already welcoming Gen Z adults into the traveling marketplace. Many of us are just now com...

October 26, 2022

Does Your University Have a Brand?

Does Your University Have a Brand? If You Don’t Know, That’s a Problem American higher education pays too little attentio...

September 30, 2022

BVK Travel Insight: Impactful Travel Advertising

Despite lingering economic uncertainty, any media consumption these days unquestionably gives the viewer the sense that trave...

August 30, 2022

BVK Travel Insights: Tourism x Locals

Anyone who attended the Destinations International Annual Conference in Toronto or U.S. Travel’s ESTO in Grand Rapids over ...

July 28, 2022

Travel Insights: Tailored Travel

As the travel industry continues to expand and evolve, vacation options have become more plentiful with the ability to find o...

June 27, 2022

Travel Insights: Values in Travel

Pretty sure it was John Mellencamp who sang, “You gotta stand for something or you’ll fall for anything.” Heckuva marke...

May 25, 2022

The travel industry’s biggest buzzword – “values” – is misunderstood.

In 2021, Destinations International unveiled its Futures Study, the guidelines which at least to some extent, have become a B...

April 26, 2022

Travel Insights: Future Travel

As the world around us continues to change and we head into the second quarter of another year, the travel industry is on the...