It’ll be on display soon enough for future generations to gaze in wonder at.
So says the treatise on Fast Company about the state of the union relative to advertising. Worth checking out because it nicely frames the overall vibe for how we arrived here relative to what clients have always gotten from agencies. Big Spaceship is also asking for responses to the what the Future of Advertising is.
Except, it didn’t feel like this piece was meant to answer that question but rather, just provide that snapshot. It’s an extensive look at how the structure of both the physical agency and its compensation model has changed behind the scenes.
Missing though is how clients have seemingly failed to keep pace with the level of agency change going on.
You can’t ask what’s changed without also looking at the role of brands here.
They’ll still expect the same type of tactical execution from most of the new players featured in the article (albeit with a few more media channels open to them). I’m as big an advocate for the latest and greatest, but we’re still in the first few years of changing the experience consumers have with brands. All driven at the top of the food chain by TV and retail promotions or incentives at the bottom. Take any major category and show me significant progress.
While the travel industry has seen a shift away from agents to DIY’ers on Priceline et al., the actual travel process is still not the amazing experience we all hope for. Long lines. Baggage fees. Pat Scans. Sounds like Nirvana to me.
The only two significant moves I’ve seen the automotive industry make are Ford’s Fiesta Project, or the ability to order cars online (and through eBay). However, it still doesn’t eliminate the dependency on big budget TV spots or the nightmare experience of dealing with showroom sharks.
Food, beer or spirits. In 20 years, has any of it changed? Free burgers on Facebook that you got tricked into liking and were probably rushed into redeeming. Otherwise, what we mostly see from brands now are Facebook pages in lieu of microsites, or mobile apps to help find your nearest dealer, or maybe an overly complicated treasure hunt for good measure.
While there are definitely a host of upstart brands with a social conscious – they’re covered here enough – when you look at the major consumer brands, the only thing that’s changed is how much more they want from their
What’s the future of advertising? More of the same, apparently.