Solutions beyond communications

I have recently been fighting the strategist's battle of getting 'traditional' media people to realise the potential of communications channels, outside of the stock standard TV, Radio, Press ilk.

In the past, this resistance was somewhat warranted given media commission was the primary revenue stream for agencies, but more and more we are trading on the strength of our ideas and how well they solve a problem. In fact, my job solely relies on this. So it was nice to come across this tidbit whilst reading Feeding Kat.

"So, Mos Def is launching his new record The Ecstatic on a t-shirt - album cover on front, track list on back, and a hang tag with URL and unique code to download the tracks."

It demonstrates the creative thought process that the music industry have been forced into given the rise of 'free' content and a generation who expect, rather insist, content be free.

I would argue that instead of waiting to be forced into creative thinking, adopting a channel neutral, commercially orientated approach to communications would secure your relationship with a client moving forward. So rather than present an idea that simply solves a problem (ie a 5% increase in awareness YOY) why not present a solution that delivers over and above the communications objectives and stretches into other parts of the client's business?

Many would argue that this isn't the role of the media agency but with a trend toward greater transparency and joint ventures amongst traditional advertisers perhaps down the track, if they can't add value over and above 'manpower', the media agency will become unnecessary and advertisers will just bring the smart thinkers in house.

How to avoid this? A channel neutral apporoach that thinks beyond communications goals towards commercial benefit for the client.