The Future of Advertising
Today I attended the AAF-KC Career Day at the KU Edwards Campus. My morning began with several short talks and I am very glad I made the choice to attend "The Future of Advertising." A panel featuring employees from Bernstein-Rein, Propaganda 3, and VML each shared their thoughts about where advertising is going. All made many interesting points, yet several stood out to me. First, while I was familiar with Chipolte's recent campaign "The Scarecrow," I had not seen the Funny or Die response to the video. One point made during this talk was that advertising has now become a business that is in the hands of the consumer. The pubic has many options if they desire to respond to a campaign. Advertising today no longer only involves an interaction between a brand, ideas, and channels. Now, technology and data have entered the mix. People want to interact with brands, so it is now relevant to be familiar with both technology and data. Another point stated was the necessity of giving the customer the wheel. The Stanley Piano was used to illustrate that while technology made the idea possible, the customer involvement really became the key to its' success. Finally, I have several new books to dive into including Marketing to Women by Marti Barletta and Ogilvy on Advertising by David Ogilvy. These are only a few of the insights I took away from a day filled with talks, portfolio reviews, and networking, but are ones I felt left the biggest impact as I headed home.
