What is “Conversation-Centric Creative?”

We at Media Logic pitch our brand and marketing services as “conversation-centric.” What does that mean? Maybe it’s best to illustrate by example.

In a brainstorming session for a B2C client two days ago, we were discussing an upcoming multimedia campaign. As usual, all kinds of ideas were put on the table. But the ideas that generated the “ah-hahs” and the “yes-yeses” were those that felt social.

What does that mean?

A couple of things. First, the traditional and social components of a campaign are both conversational and authentic in tone and style. And second, the traditional and social components, rather than coming off as separate ideas glued together by a URL, actually seem to need and feed each other.