What of advertising? What of normalcy?
What of Coronavirus? What of sanity?
What of the future? The simple truth is, we don’t know.
Though we can’t predict the future, we can wager a pretty good guess at times as to how we think all will turn out. However, everything is so up in the air right now. No one really knows what’s going to happen with this Coronavirus and the lives it has touched, plus those it hasn’t reached yet. I came upon this publication covering a variety of topics relative to advertising and its perceived future.
Regardless of the impact of COVID-19, vast changes in the way we do things are inevitable. Touching on several areas of marketing and creativity are key players in the global scene sharing their perspective on advertising and the ways we deliver the message to the consumer. Here are a couple of highlights.
Ads, Authenticity and Action
“Marketing is in a perpetual state of disruption . . . but the best way to deal with disruption is to lead it,” so says Marc Pritchard, Chief Brand Officer, Proctor & Gamble. It’s “constructive disruption” he’s looking for: “There have been many disruptions that have destroyed value but the hardest task is to disrupt in a way that creates value for the consumers we serve.”
As it relates to marketing, he adds “(we want to create campaigns) more superior, more useful and more interesting to the point where people actually look forward to seeing ads.” He continues “The way we’re focused on doing that is by merging the ad world with other creative worlds, with music, comedy, sports and entertainment. So, we can continue to convey the superiority of our brands. But done in a way that is really engaging.”
The Campaign for Creativity
Philip Thomas, chairman Cannes Lions International Festival of Creativity, “believes creativity is essential for business growth, industry and societal change and as a driving force for good.”
“The businesses we work with tell us that embedding creativity requires the right conditions and culture to drive long-term, sustainable growth and impactful brand building.
“For brands and businesses to remain relevant and future-fit, they must continually reinvent.
“In recent years, we’ve seen an emerging trend in creative work driven by purpose. And on Festival stages we have seen brand activism, social justice and diversity lead the discourse. There’s been a recognized shift in the move from purpose and activism to accountability, and of course action.
“With the combination of global reach and power of brands, as well as the expertise of organizations like the UN, and the unbounded creativity of the advertising and marketing community, change for good is truly possible.”
There is no one single “conclusion” or summary statement relegated to the future of advertising. That’s because its state is comprised of various amounts of integral data, cultures, points in time and marketing techniques. It’s complicated and it will change.
The publication Raconteur lays it out nicely and is an interesting read.