The Reel Blog
The Future of Advertising... In an afternoon... In a paragraph...
11/03/2010
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Yesterday the APA, IPA and Contagious formed a coven of advertising seers and attempted to gaze into a stormy crystal ball, looking into the future of Advertising, and cramming it all into one afternoon. It sounds all Harry Potter, but the reality was far more techy and impressive than that.
Adam Greenfield Principal and co-founder of Do projects; Nokia kicked things off in fine style, highlighting the necessity for brands to exercise courteousness, bravery and restraint when engaging consumers with augmented reality marketing in the future. Adam also highlighted (amongst a few other speakers over the course of the day) the psychological effects of invasive marketing techniques – and how careful all marketers need to be nowadays. Shouting the loudest doesn’t necessarily mean that you will be heard.
Next up was the tremendously entertaining Rory Sutherland, who expanded the psychology remit of subject matter, mixing in some history of advertising and a large slice of intelligent economics in his seminar ‘The Unchanging Man is the Proper Study of the Communicator’.
AKQA gave a quick lesson in how agencies need to get into the habit and process of doing rather than saying, whilst Simon Andrews from Partner at Addictive – The Mobile Agency, gave en enlightening talk on the future dominance of Mobile.
http://www.addictivemobile.com/blog/2010/3/10/mobile-past-present-future.html
Following a short coffee break Tom Uglow of mega-brand Google was to bestow a hugely interesting showcase of YouTube housed interactive and joyously inventive video which can all be seen here www.bit.ly/22youtubeslides and believe us, you need to see it.
Stink digital’s Adam McNichol gave a look into the processes that neo-production companies go through during the creation of a project and Paul Graham of Anomaly rounded the seminars off by posing the idea that great work should be a misxture of Art, Commerce and Culture that fundamentally solves a problem a client has.
This made us all feel slightly better and highlighted that there is no magic bullet solution for the industry or a crystal ball to predict the future (which helps the editorial team sleep better at night).
The closing WIRED magazine panel drew together a motley crew of participants including Andy Orrick, Development Director from The Mill, Nicolas Roope ECD at Poke, Sean Singleton Co-Founder of Skive and Damiano Vukotic from RSA chaired from the sharply dressed WIRED editor David Rowan.
Lessons learned from the afternoon’s soothsaying were in droves, but the best quotable of the day went to Nick Roope for sheer honesty and visceral truth – “it's difficult to say to the client "I don't have the answer but let's fuck around & see what happens”.
Perhaps we should all be saying that a lot more and stop worrying about what the future holds.
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