"Necessity...the mother of invention."
The advertising community has gotten quite bored with its creative powers, yes? So much so, our colleagues are relying on tactics like prankvertising, crowdsourcing, and other meaningless, short-term promotions.
We yearn for the meaningful, yet our budgets and our clients are dictating the "right now."
What a bummer.
Yes, a survey just came out in the UK saying that three out of every four marketers believe that in an environment like ours, one that is so heavy on digital, they need to "reinvent" themselves. Yet, they are either being held back by the brands they work with, or the training is subpar — if even existent — or they can't reinvent themselves because they are unsure what exactly their role will be in the next year.
Troubling times, indeed.
But like the opening quote stated, in times of necessity, invention is needed most. The quote, then, assumes that the regular activities we know by heart are not applicable. A new challenge has arrived and we need to be — dare we say it...
That time for invention has arrived for AdLand. What will we do with it?
We can all gander at the obvious — mergers and acquisitions to weather the reinvention storm will happen. Fortunately we saw potentially the biggest merger of our generation fail; rest assured more attempts, and successful attempts, will come.
Brands will downsize. Agencies will swell. Freelancers will pick a side.
If you thought that 2007–2013 was interesting, hold on to your butt.
As (and if) money loosens up for agencies and brands, we will have an opportunity to see what new and exciting ideas and concepts in marketing and advertising are being pioneered.
The digital world as we know it is fragmented to a point that many communities feel disconnected. Groups want to be engaged, but we fumbling and bumbling marketers are still fooling around with quarterly marketing plans and strategies that seemed obsolete in 2005. Nimble, agile plans with adaptive, creative planners are needed.
The question is, can you (re)invent yourself to be one?
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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