May 21, 2010 by Raechelle Dias

Over the past few weeks we’ve been following the Webby nominations closely on our Facebook page. For those unfamiliar with the Webby’s, they’re the Oscars of the Internet celebrating: websites, online videos and films, and interactive advertising.  With nearly 70 categories no online medium goes unnoticed. The awards range from best functionality, and aestheticism, to best copy, and with categories ranging from best celebrity, to community activism, to political and culture sites. 

Visiting some of the winners’ sites you can’t help marveling at the clever balance between artistic creativity and communicative expression. Some sites that are truly worth visiting are: Malecopywriter.com, Jim Carrey’s Official Site, Wieden + Kennedy Site Relaunch, and the incredible We Choose the Moon site. After the initial visual seduction wears off (and that takes a while with some of these sites), you realize both how far online media has come and how far it has yet to go.

That the Internet covers a complete circumference of information, and is the primary location audiences’ turn to is no longer a relevant discussion. What is interesting is that despite how deeply it infiltrates our lives, online media is really still in its infancy stage of development.  Because of this, there is still so much room to explore, be creative and drive with ingenuity. In this realm, creativity has not yet been stifled by all the factors that have affected other mediums.  Here, the medium defines the message making innovators like Oscar Wilde proud. 

Now, Ad agencies like Wieden+Kennedy’s have re-launched sites asserting their goal “is to renegotiate the relationship between art, media, advertising and the consumer.” The way we communicate is transitioning. No longer are consumers passive recipients, but increasingly becoming invited guests, being asked to engage as part of a community. 

SEO tabulations are changing the way we write, CGI altering the way we absorb information, and social networking is shaping the way we share.  How we inform and communicate is changing more rapidly than we are capable of grabbling with.  What’s certain is traditional formulas for success no longer work, GMC can attest to that. These are exhilarating times for those willing to amalgamate with transitioning dichotomies. 

Corporations no longer solely direct their brand image.  Opinions, experiences, impressions and loyalties are shared too widely and too rapidly now.  We have shorter attention spans and more from which to choose.  In less time than it takes me to finish this sentence, people can share their thoughts and experiences with products and services with 500 friends and followers. 

Equilibrium is shifting and companies creating an inclusive culture are coming out on top, we need only turn to Apple as a brilliant example. Executives still grabbling for the winning jingle or catch phrase are being abandoned.  It’s no longer enough to develop product and brand image.  What is important is how you present that product and brand image within a clearly defined cultural context, a cultural context of course, shaped by you, and not “Henry the Hater” on Facebook.