Some of the big names in Australia advertising realm agree that the rapid growth of technology has affected the advertising pattern among brands.
Becoming a trendsetter is the main key to success. “Shifting the flow of the game through technology and merging the traditional method onto it is the future of advertising”, said Ant Keogh, Clemenger Melbourne ECD. “It doesn’t matter what it is being first in, but being first wins the day, because people talk about firsts,” added M&C Saatchi’s top creative Ben Welsh.
Publicis Mojo ECD Grant Rutherford agreed. “Technology is not so much overriding the idea, it is the idea. If you nano’d nano technology, that is what it’s all about now.”
Moreover, Ant Keogh said that the way advertising was changing was akin to Einstein’s theory of relativity. “It’s like if you are on a moving bus, moving at the speed of light, then you have to be, like, ahead of the bus now. Waiting to catch the bus.”
Ben Coulson, the creative chief at GPY&R, came up with the truth that many have long suspected:
“You really have to make the consumer jump through a lot of hoops these days. Put some barriers and hurdles between the consumer and the brand and obviously with the convergence of all these merging technologies, it is very very hard to find the exact right spot to put an idea. So sometimes we actually don’t any more. No-one can tell of course. They are too busy running around the city with their phones out looking for our hidden message.”
You can watch the case study below. Adam Ferrier thinks it will light up the corpus callosum on both sides of the human brain to deliver “ultra engagement”, and while ADMA didn’t understand it, they thought that sounded good. Overall, all the top creatives agree that technology is indeed a game changer.