|
March 13, 2025 | SIGN UP 
Kristina Monllos Marketers are aware they need to rewrite their playbooks. We've covered why they're doing so -- marketers want to be part of culture rather than advertise around it; consumption habits are shifting and ad dollars have to follow those shifts; the difficulties of social fragmentation; insanely fast trend cycles; the growth of the creator economy. But even as marketers recognize the need to change, marketing organizations, especially for big brands, can be slow moving. That's the sentiment that some creators and agency execs shared this past week during South by Southwest in Austin, Texas. Amid the blazing sun (and surprising wind chill) of the festival, creators shared frustrations that they still have to pitch themselves and their viability to marketers. Some larger creators function, in their mind, like traditional TV networks and marketers should work with them as such. Agency execs, meanwhile, criticized marketers' lengthy timelines and red tape preventing those them from making the necessary changes to bring marketing organizations into the future. Read on below for more of our coverage from SXSW. 
ADVERTISEMENT 
Top stories
In the past, marketers believed that having an experience was a must and brands faced irrelevancy without one. Now, after having experienced the shutdown of experiential efforts during the pandemic, marketers, agency execs and attendees believe experiential at SXSW (and elsewhere) shouldn’t solely be about relevance. 
Other things to know
|
