Solutions

What is one of the possible “game changing” developments of communication industry?

I believe that we are entering a completely new era of communication. Communication, not advertising. In this new era brands are interacting with publics in a completely new way. We will see more and more occurrences that are not exactly advertising, yet deliver USP, and some time even reflect the whole essence of the brand.

Take, for instance, campaigns for Walkers (AMV BBDO, UK), Windows 7(Bungalow 25, Spain), or “The Girl Store” campaign (StrawberryFrog, NY). We are witnessing the whole new level of experiential and interactive approach to communication. Brands make people almost the main heroes of their campaigns. Consumers have become active way before even making a purchase. And this is where the social media can play its huge role in this new way of communication.

While Neil French advises, “Avoid like genital warts the temptation to write copy”, Suzanne Pope pleads “…Write Headlines [like] Your Career Depends On It.” So what is a young advertiser to do?

As aspiring creative AdLanders, we all have one thing in common: we just want to make great and cool ads. Sometimes those ads are copy driven, and sometimes visual. With the current state of affairs, they are often both and none. After all, is ‘The Girl Store’ (Strawberry Frog) headline driven or visual? Is Bing ‘Decoded’ (Droga5) copy heavy or art heavy? Let’s agree that in the heart of every great ad is a great idea, and that idea can come in any form, regardless of what the creator’s business card says.

So the next time you see a young AdLander extending their book towards you, please don’t ask copywriter or art director? Instead wonder: “Good Ideas” or “Bad Ideas”. Because while you (the industry leaders) are searching for the next ad Picasso or Whitman, it’s just possible that you might miss an ad Dr. Seuss.