Sometimes the most interesting ideas are sparked by the most throw away of conversations. Just such a conversation became the evolution of this presentation: ‘Death To Online’ (a deliberately punchy title I’ll admit…) was conceived at one of the many, many portfolio nights that we have in and around the world of advertising. While not to give too much away, a seemingly throwaway line by one of the junior’s presenting their work, led to an exploration of where Advertising is going, and where it needs to head to keep Brands evolving and innovating. And, how the nature of our digital language is hindering this evolution.
When 75% of Agency CEO’s reporting that online ‘ads’ are more effective than traditional TV ads (when they are basically the same thing) it shows how far our digital language has helped deform and deny advertising’s need to work with the Internet as a tool, not just a channel.
One way of moving beyond the language of online is to delve into the vibrant arguments around ‘digital duality’. This debate is spinning back and forth between a series of cultural anthropologists with fervour and verve (and a smattering of pretension.) Their arguments are well worth the time to read and digest, for they form the backbone of what I’ve come to dub the ‘Semi-Internet State’ as it relates to Brands and Advertising/Marketing. It only takes a minute to look at the interest around Douglas Rushkoff’s most recent tome ‘Present Shock’ and the disquiet and debates around Google Glass to know that we are at a next significant stage of our relationship evolution with the internet. And the Semi Internet State is only getting more pronounced and difficult to penetrate. No matter how big, tagged, or trailered your ‘online ad’ is.
So… take a look, share and comment. I’m really interested in hearing people’s thoughts around this idea and the role of language in our industry.
One of the most consistently inspiring companies out there is the guys from Northern Sweden, North Kingdom. There year has been punctuated by many excellent projects. From Volvo Cross Country Travels (Which I blogged about last month), to the extensively chronicled ‘Three Dreams Of Black’ project with Google Creative Labs.
That last project provides one the examples in this presentation from Alfredo Aponte. Entitled ‘Enhancing Experiences with Animation’), it shows how animation (not in it’s Pixar/Dreamworks configuration) is one of the most essential elements to any genuinely successful product, project or campaign. The metaphors he draws upon to describe great UX are smart and help demystify and clarify in equal measure. So this presentation works well as both an introduction to the subject and and clear opinion piece for those with a keen interest in the discipline. Well worth a read.
This is one of the smartest things I’ve seen recently, and, by proxy, one of the most inspiring. Ana Andjelic, a planner (and visual thinker – her words) based in NYC, recently scored a pretty plum gig at everyone’s super-cool-boutique-agency-not-named-Anomaly®, Droga5.
Now, Droga5 aren’t mugs, they probably get resume’s from dozens and dozens of people every day, touting there wares with varying degrees of zaniness and blandness. Cutting through that noise takes smarts. So how do you cut through?
Well, having a strong social presence is usually a good start, but more than that, you need to illustrate your value, and your point of view, in an interesting and compelling way. Ana got this spot on by presenting herself, her story and her work in a clear, and smart narrative. Her presentation lets you really get an understanding of not just what you are buying (skills), but also the personality behind those skills.
You might think this might sound like the most obvious thing in the world to do. And it is. But it’s so much harder to achieve in practice. It’s easy to get lost into a rabbit hole where the work we do defines us as people within the industry, whereas, the people we are, the influences we have, and things we do beyond the walls of work are actually as crucial, if not more important, because they help make the work better, because we embrace the very things that make us better at our jobs. Culture.
This presentation, helped me remember that. Offered clarity. Thanks Ana for your generosity, and good luck in your new role. (Sending something your way now…)
Here’s a useful little round-up of the 10 business models that stood out in 2010. Some you’ll know, some you won’t. Either way, this is a vital look at how great new Internet businesses are changing the way we shop, stay, live and create. Go get some.
People who have visited this blog in the last month (I do know you’re out there…) Will have noticed it’s been a bit quiet around here. Well, apart from the excesses of Christmas and a general disengagement from all things ‘Internety’ I spent two wonderfully inspiring weeks soaking up the wares of New York City. (Flickr link to come…) It gave me time to think about the year that has been (e.g: shit), and the year that now is (better be immense). In response to my shitty 2010 I didn’t indulge in any of the ‘best of 2010’s’ lists but suiting an outlook gleaned from NYC, looked to the future.
The Guardian got in early with it’s 20 predictions with the next 25 years. Which, while interesting, is so far into the future it borders on the pointless. So, with the a focus firmly on the near present, JWT Intelligence (Out of it’s New York headquarters) have presented their “100 Things to Watch in 2011”. With a number that big, you could be forgiven that this would be a scattergun approach and varied in it’s quality. I’m happy to say that it’s neither. It’s smart, concise and relevant to the very particular challenges and opportunities that face both culture at large and advertising in 2011. It’s worth a read and a bookmark. Let’s see at the end of the year how many of these predictions came true…