Untangling the meaning of engagement

 

Definitely worth reading is a long, detailed, opinionated piece by the brilliant Martin Weigel, Head of Planning for Wieden + Kennedy Amsterdam.

 

Called Engagement: Fashionable yet Bankrupt, it's split into the following sections:

 

• Calling bullshit on the bullshit
• Assuming engagement is a metric
• Claiming engagement is something entirely new
• Failing to recognise that engagement is an intermediate measure
• Assuming that interruption is dead
• Assuming that engagement is the route to more loyalty
• Overestimating people's appetite for participation
• Treating engagement as if it had intrinsic value
• Assuming that people care deeply about brands
• Staring down the wrong end of the telescope
• Calling an end to talk of engagement

 

With charts, citations, and even examples from the UK, it's a stonking read.

 

So read it.

 

(ht @will_humphrey)