The Future of Advertising. Are You Listening To The Future of Advertising? - MarketShare - Advertising marketing. Who says the future needs an advertising agency? 08 Feb, 2010 – 120 comments the agency of the future can’t be built by just adding tail fins and Goofy’s nose A quick disclaimer: the views expressed here are mine alone and do not necessarily reflect the views of my employer.
Apparently there’s a roaring interest in a model for the advertising agency of the future. My aim for this post is to address some of the ideas put forth by others, weigh the usefulness of today’s agency objectively, and make a bit of a prediction myself. There’s little fun in making bold predictions about the future without a debate – so dig in and offer up a point of view in the comments, if you please. Some smart ideas already presented: I can’t really argue with any of the points or models above – they’re all insightful and interesting – but they’re pontifications on what agencies should be doing right now.
Who says the future needs an agency, anyway? Advertising agency of the future sounds a bit like horse drawn carriage of the future. On to the prognostication! Confessions Of A Mad Man: The Agency Of The Future — Part I. L’avenir de la publicité est (totalement) numérique » Article » OWNI, Digital Journalism. Les stratégies publicitaires évoluent constamment, et s'adaptent aux nouvelles habitudes des consommateurs. Pour Sébastien Robin, l'avenir de la publicité est sur Internet. Vendredi 21 Janvier, dans un échange de mails avec Naro, celui-ci me demande si je ne veux pas faire un petit article ou un commentaire au sujet de la conférence à laquelle j’assistais ce matin là, IAB/TASC : les nouveaux leviers de l’achat display. Sur le moment je fus surpris, d’une part Genaro est un très bon rédacteur, et il m’est difficile de faire aussi bien et aussi passionnant que ses articles et d’autre part je n’imaginais pas qu’il me demanderait de faire un article sur son blog.
D’un autre côté, je n’ai pas hésité longtemps, voire pas du tout pour être honnête pour la simple raison que le sujet que je vais aborder me passionne, que Genaro connaît déjà ce sujet et s’il me demande d’en parler c’est qu’il partage mon opinion. J’affirme donc la chose suivante : L’avenir de la publicité est numérique. Geeks to inherit the Mad Men legacy. “It’s not enough to do a milk round, just visiting the universities at the relevant time of year. It needs to be more collaborative than that.” One idea he’s toying with would involve forming a group with sympathetic businesses in his industry and organising work placements, lectures and, ideally, research and development partnerships between companies and interested universities. “Together we can provide really interesting, useful guidance about the modern business world to universities and in return we can access the best talent.
It feels like an obvious transaction.” Albion has already started with Southampton University and its senior academic team, including Tim Berners-Lee, the inventor of the world wide web. “The advertising industry can be fearful of technology which is ridiculous. Investing such resources into a hunch could be risky, but then Albion owes its existence to a knack for spotting trends. He created a business plan to bring his division together with the main business. Don Draper's Revenge. John Seifert, the chairman of Ogilvy & Mather North America, shakes his head. It drives him crazy, he explains, when people portray contemporary New York admen as sushi-munching, Scotch-slurping dinosaurs, far removed from the concerns of digitally connected consumers and out of touch with a changing industry. It happens a lot.
It's the second day of Advertising Week, the industry's bender of panels, parties, and awards shows, held every fall in Manhattan. Seifert is sitting on a short stage, in a dim room with low ceilings at TimesCenter's The Hall, not far from Times Square. Joining Seifert on stage are two colleagues from Ogilvy & Mather—a full-service global agency that is owned by the WPP Group (WPPGY), the behemoth holding company, which has some 100,000 employees in a constellation of agencies around the world.
"I don't know how many of us are sitting at Nobu anymore drinking really expensive wine and talking to clients about things that we know nothing about," says Seifert.