the reason we exist

Proliferate creates the art of media.

A communications agency facilitating rapid growth for clients. Making all businesses bigger.

Proliferate fuels rapid growth

The power of six. Six reasons why you will love working with us;

  1. We have over two decades of building and re-building brands.
  2. We bring global, regional, and local expertise
  3. We have expertise across multi- disciplinary, cross-platform and significant knowledge across all categories
  4. We bring contemporary through the line solutions to all business issues.
  5. We care about your business no matter what the size
  6. We genuinely love what we do, we care about the success of your business

are screens really taking over our children’s lives?

IMG_6376 (2)Good question, well if you let them, yes.

But should you let them? To a degree.

There is a misconception out there that children can no longer read and write, because they are so busy with screens and they have quite simply lost the ability.

The truth lies somewhere in the middle, ultimately the choice is really about parenting, if you choose to plonk your child in front of a device vs. converse, well hell hath no fury like screen rage! Screens are in fact the number one concern with parents these days, over and above even obesity. In my humble view the two are intrinsically linked.

Ask any parent, no parental control, no calm children. It used to be called “crazy eyes” for a reason!

Our children exist with a different types of technology these days. The job to be done is to use it for educational purposes, allow them to think, not be spoon feed, allow them to be challenged not to be told the answer.

Screens only over dominate if they are allowed, they exist and they are used by the Next Gen, use them wisely and don’t be fooled, don’t believe all the hype.

Ultimately, parents need to get their kids back on the paddock. Time to start running, getting active, playing sport and interacting in the physical world. 🙂

what’s all the flix about?

IMG_6808 (2)It’s TV, but not as we know it.

Gone are the days that the programmer schedules your nights viewing.

Foxtel certainly changed that over 5 year ago with the advent of their sophisticated EPG and digital boxes which enabled you to record, series link, pause and rewind.

Now with SVOD the only thing really holding you back is your form of device and also your connectivity.

If you have Netflix or another of the streaming options you will certainly know that no longer do you hang out for your favourite episode every week. Instant gratification is what it is about.

No longer do you watch one episode a night, but instead several of the series, if you are even watching. The problem now is series fatigue, content fatigue and increasingly actual attention paid.

People now control the ratings, beyond what we communications types can harness. Sure it is the top end of the curve that are using. But the floodgate is well and truly open.

We are super-filters, like Google taking snippets and pieces of what ever we deem relevant and interesting.

Now can you see what all the flix is about?

 

what is media?

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Media is an ever evolving beast which grows and swells with each decade that passes. Yet strangely like fashion it’s very essence can be incredibly cyclical, repetitive and samey.

What does this mean? In a nutshell fragmentation has always and will always exist. It is certainly true that it is increasingly hard to reach an audience enmasse, as could be achieve via TV in the last couple of decades.

The elusive TARP has eroded from the glory days of 15 and 20’s on a high week to barely scraping an 8 on a good night.

The tricky thing though is media is not everything.

We are dealing with a living breathing human control panels, we are predictable to a degree, but also incredibly fickle and savvy to messaging.

So as agencies grapple and attempt to outplay people, we seem to cycle back to circa 19th century to stamps on boxes (but embedded with QR codes and other digital technology) and soap operas (modern day brand content).

There is really a sense of irony to all of this.

Facebook is really one giant highly sophisticated pen-pal system, which instantly connects you with the rest of the world and allows you to share in real time, monitoring people’s every move.

It is really important not to loose sight of what we are dealing with in the communications business. Simplicity is a beautiful thing.

People will always have distractions, the distraction of life and living, if they are lucky they will live more than they post. Some are governed more by FOMO (Fear of Missing Out) and the fame, however this has not changed.

There are still people to reach and products to sell and market share to gain. The core challenge remains to connect with the right section of the market, to in turn effect the rest.

In most categories the adoption curve will always cascade, effecting the top end to open the floodgates of the dam.

Brilliant ideas and solution to clients challenges can exist anywhere and often the simplest are the best. The key is to uncover what that is and then deploy with vengeance.

Importantly, never loose sight of a great idea.