One of the most interesting things, I believe, about embarking on a career in this business is the fact that however it may appear today, you know that it will be completely different in ten years’ time.
"It all adds up to a media landscape that’s constantly in a state of flux."
Of course, the reasons for this are quite simple: with the fragmentation of digital touchpoints from about the mid-2000s onwards, the methods available to brands to reach consumers grew almost exponentially. Plus, with constant technology breakthroughs available to brands as both a way of standing out and resonating with consumers, it all adds up to a media landscape that’s constantly in a state of flux.
But it wasn’t always like that. For some years after I got into the industry there was always a tendency to compare itself to the past, chiefly because, back then, there was nowhere near the emphasis on format there is now. Everything was about strength of idea and quality of craft, with fiery discussions in creative depts as to the merits of the addition of even a single word on the headline of a 96-sheet poster.
"We’re lucky to work in an industry which does change its shape so frequently."
Now, with so many digital channels at one’s disposal, there’d hardly be time for that kind of thing at all; precious minutes would be better spent working out a complicated campaign architecture instead.
We’re lucky to work in an industry which does change its shape so frequently. After all, how dull things would be if the techniques and components from which to create our programmes always remained the same. There’s always new innovations, ways of thinking, emerging technologies, delivery mechanisms and processes to absorb.
"...the motivations and emotional levers of consumers will remain a constant.”
Whatever shape the industry takes, though, the motivations and emotional levers of consumers will remain a constant.
From the urge to give something back, to the vacuous fascination with pure narcissism, the drivers are pretty much the same as they’ve always been. It’s just that now there’s a lot more that can be done to explore them.
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