Overview
The future of advertising looks nothing like advertising. New platforms, channels and media are coalescing daily. But reaching audiences of the future is not as easy as making commercials formatted to live in new places — all that does is make those places less appealing.
It is not about automation or data or contextualization. Brands do not have to give in to the temptation to clog feeds, flood inboxes and monitor user behavior. This dystopia that the so-called experts are predicting will not be what’s heralded in the advertising history books.
On the contrary — the future of advertising represents a galaxy of opportunities. The potential for creativity in advertising, today and in the future, is to connect with audiences in ways nobody expects…to stand on the shoulders of popular culture and go beyond the boundaries of what’s been done before. The future of creative advertising can give consumers things that they don’t know they want but will gladly accept, at no cost to them. The future of creative advertising is about entertaining instead of disrupting.
Objective
Be inspired to create advertising that surprises and delights audiences instead of annoying them.
Five Things Audience Members Will Learn
- How to not completely ruin the world with advertising
- How to build brand affinity vs. just selling stuff
- How to evaluate ideas in a culturally-relevant way
- How to consider the right production partners and methods for a project
- How to measure campaign success through the lens of authenticity and innovation
Target Audience
Creatives, storytellers, producers, production companies, marketers, people who work in advertising or entertainment.
