"An article published this week in Advertising Age speaks of the whispers heard in the marketplace, but are widely ignored."
During my time as a creative director, and faced with a challenge, I would frequently recite a mantra: "Something will happen, it always does."
The ever expanding creative landscape is not just evolving...it's going through a metamorphosis of epic proportions.
Who survives will not only adapt, but also understand the landscape and create fluid solutions. A solitary platform (i.e. YouTube) will not be used singularly. But how, when, where, and why is what Ad Age's article explores. What we know today will become an alternative solution in the future. The article takes a few shots (pun) at Kodak and digital photography. Which is a perfect example of adaptability, change, and perception.
Brad Jakeman, president of the global beverage group at PepsiCo, points out that, "As content and distribution platforms become more interdependent on each other, the concept of a media agency [and] a creative agency will once again merge," he said. "For a brand like Pepsi, it was once sufficient to produce four pieces of content a year - mainly TV - and we could spend about six to eight months developing that one piece of content and spend $1 million on each piece of film. Now, that four pieces has turned into 4,000; eight months has changed to eight days and eight hours; and budgets have not gone up. Maybe [we have to publish] so quickly and efficiently that it needs to be more of a content-publishing group that sits inside the company and augments the work done through [agencies]."
Mr. Jakeman also pointed out that, ..."The name "agency" is "really predicated on an old-fashioned idea [and] the agency of the future...would operate much more like the Hollywood studio model."
Wendy Clark, CEO of DDB, notes, "There's the age-old axiom that out of better, faster, cheaper, you can only have two.. Those days are over. The new model, in the next few years, will be to create great work at the speed of the marketplace at an efficient cost. To do so, creative agencies will adopt more technology, communications planning and media services. At the same time, media agencies will move to more content development."
Alexandra Bruell gives is a thorough understanding of the future landscape, but leaves us with more questions than answers as to how the industry is going to handle the change.
Only time will tell who will survive the evolution and who will go the way of the dinosaur. One thing we know for sure, something will happen...it always does.
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