Ed Cotton: We Need Creative Hybrids – Why Transmedia Is Becoming Manditory
The rise of social media has meant Transmedia has to be baked into plans and thinking in a more sophisticated way. Brands need to work out how conversations and campaigns work together and apart and how synergies can be achieved between the two.
Transmedia is a term that’s been around for the past three or four years; developed as a piece of thinking by Henry Jenkins over at MIT, it’s been making regular appearances in media and strategy presentations.
Like all theories born in academia- once you get it, it makes sense, but it did seem a little removed from the practical realities of what communication agencies make and do- we not quite there yet and many don’t feel they need to bother taking such an elaborate approach.
However, it’s starting to look like the world has caught up with the theory and “Transmedia” is now becoming an imperative, not just a nice to know.