The digital revolution has transformed our industry. No one would argue that fact. But to say that advertising is dying or that if you are not a technology-driven company, you’re done, is bullshit. Advertising is evolving, like it has always been evolving. What it needs is the next Creative Revolution to really change the game.
We keep treating digital as a new medium, and that holds us back. It’s not a medium; digital is an infrastructure. Everything in the world is now connected. There is no lack of information. People are aware of everything and in real time.
If we want to be successful in the future, we have to build a network around our clients’ brands that understands digital. And this network is not related to social networks. It means using the digital infrastructure to bring substance and relevant touch points to people, not by promising them your brand is great, but by adding real value to their lives.
Technology is not enough. It’s married with the liberal arts and the humanities.
It is insight into human nature that is the key to the communicator’s skill. For whereas the writer is concerned with what he puts into his writings, the communicator is concerned with what the reader gets out of it. He therefore becomes a student of how people read or listen.