Technology and media evolve. What remains consistent? Passed on over a generation ago, one fundamental marketing principle still applies today. “Creative” is everything. David Ogilvy said “If it doesn’t sell, it isn’t creative.” We’ve gone from print to digital, from local to global, and there has never been a greater need for outside-the-box thinking to sell.
A favourite quote around here is George Orwell, “Any sufficiently advanced technology is indistinguishable from magic.”
The magic is here. Local businesses can advertise on the Superbowl, customers vote in real-time on the products they use, virtual reality advances into immersive alternate realities, and people are talking to their computers.
This matters to us. We never want to lose perspective, “Creative is everything!” We will have the next big idea… ahead of the pack. We want to lead the industry.
“Content evolves and media channels merge. Radio, television, and even live events will be streamed. The extent that it occurs today will be dwarfed by the near future.” – 2010.