A standard question for agency CEOs is: how do you see the future of advertising? The replies usually talk about the consumer being the content creator, digital being at the forefront of advertising and the need to create a media-neutral approach to advertising. Clients too feel that the communication business is changing and put the pressure back on their agencies to change their 30-sec TVC approach. I came across this interesting presentation on The Future of Advertising & Marketing, written by Paul Isakson.
It talks of marketing’s objective being ‘making people’s lives better’ and places great emphasis on innovative products, first off. I think that’s an oft-forgotten tenet. Plain-vanilla, me-six (not even me-too) products are created in the hope that advertising will make the brand attractive to the consumer. Clients believe that not all products can be differentiated but yet there has to be a package that delivers market share. It only makes the advertising’s job more difficult. In Paul’s words, the solution then is to add value through content.
India may still depend on the old media ways (you cannot do away with the 30-sec spot) but being prepared is another part of the story. While it is gratifying to see categories aimed at the youth embracing new media, it calls for new ways of thinking even on categories that are mass.
Another thing that struck me about the presentation: the quality of slides. They were so minimal, yet spoke out so well. Just the reverse of most presentations we suffer through. Any comments?