Thursday, 10 May 2012

WHY RIGHT NOW IS SO GODDAMM AWESOME



My father was in advertising.

And when my son Felix was born 14 years ago people asked me whether I wanted him to go into the same business too.

My answer at that time was ‘probably not’.

I didn’t want to appear churlish; I enjoyed what I was doing. It was very interesting.

It’s just that it didn’t look like it was going to get any more interesting than it already was.

We’d worked with the same tools for years: press, posters, TV cinema and radio. It felt like the future was going to be more of the same. That every ad had been done. And that we were simply rearranging Lego blocks to make slightly different objects.

Scarily too, the real innovation through that period was to be found in the research companies.

They’d spent their time building up a deep understanding of the consumer and a set of metrics that meant people felt they could use a formula to create ads to sell to them.

It seemed like this conventional wisdom would only ever lead to conventional work.

Then along came an oddly named company called Google.

And soon after that something called YouTube.

Then Facebook.

And Twitter.

These things were all awesome. But not really mainstream. 

At this time there was a sub culture of cool, ‘in the know’ technorati who inhabited this murky, other-world called ‘digital’ and who all understood what the majority didn’t. The early adopters.

And there were some incredibly enlightened people in advertising companies trying to explain to marketers how the world had changed and this new stuff was going to revolutionise everything.


But they were fighting a primarily uphill battle. In the margins. With only a sliver of a budget. 

Then the gods of technology gave us 3G!

And the iPhone.

And the app store.

And boom!

The ‘late adopters’ began to play with digital things.

And love the experience.

The marketers began to pull at their agencies rather than be pushed by them.

They began to insist on innovative, creative answers to their problems using new technologies and the behaviours associated with them.

Things that had never been done before.

Until now, every day sees new technologies and platforms that offer marketers and their communications partners new ways to flex their creative muscle and delight their users.

Indeed, they have to do that. Because their consumer is now a communications expert.

Everyone is. Everyone who has a smart phone. Or a computer.

Communications today is all pervasive.

It's so much more than advertising. 


It affects everything everyone does. 

It’s the one thing that connects the whole world. 

And it’s constantly changing.

And, ergo, changing the world.

So now, when people ask me if I would be happy if my kids to go into the same industry I’m in, guess what I say?

2 comments:

  1. Analogue aint going anywhere soon.

    ReplyDelete
  2. Bring it on, Damon!

    And I have a logo design for your your company if you could please, kindly send your e mail address to me at rachel@smallpersonbigideas.com

    ReplyDelete