We know the state of our industry – but what can we do about it?
We Are Social’s Suzie Shaw takes a look forward at where the industry is headed, and what tools agencies are going to need to survive.
You’re in luck. I’m not going to write about the consultancies. I’m not going to write about consolidation within holding companies. And I’m not going to write about big data, innovation, or programmatic. Even better, I’m not going to write about AI.
Instead, I thought I’d cover the meta force influencing everything that’s happening in our industry: the pace of change. It’s not exactly news that change is now the only constant, and that it’s occurring at a greater pace than ever before. But what we don’t talk about enough are the practical implications of the new reality.
I don’t think the industry has got to grips with it yet – we seem to exist in a state of shock. Maybe it’s time we decided how to respond.
It’s not about a big idea? How convenient you’re agency is rarely paid to come up with the big idea.
I’d say it’s about the big idea more than ever. Understanding it and ensuring it drives content decisions for a long time.
Brands need long, enduring big brand ‘ideas’ more than ever.
Unfortunately, the high turnover of marketing heads means they want to put their stamp on the brand, then they’re gone in 3 years. Then next person comes in, and changes it again.
You can’t deny the power of an amazing, enduring bit of film that lasts years in people’s minds. Like the old spice guy. Like the carlton draft big ad. Like metro train’s dumb ways to die.
People actually go back to watch those things. No one is going back to watch your old facebook posts or cheap and quick content you’re brand has thrown up on social media.