Futures Of Advertising

A quick summary of thoughts and views of ad giants Peter Arnell and David Lubars whose interviews appeared in Ad Age and New York magazine respectively.

Peter Arnell who runs the agency that brought you Reebok’s Terry Tate Office Linebacker suggests the following developments:

Advertising as architecture : the definition of marketing is broadened - the language of design and architecture is integrated into marketing and the disciplines become tools of the trade.

Front-end marketing : architecture in the physical sense, built environments and sensory experiences. And also a front-end marketing approach that could return agencies to a seat at the strategy table.

Agency as moneymaker : agency visionaries are needed who can create “a company’s language and translate it into products” will be viewed by client CEOs as moneymakers rather than expenditures.

David Lubars now Creative Director at BBDO describes key issues that advertising will have to address to overcome the future.

‘Shilling’ : The habit for advertising to be untrue, hackneyed, unconvincing, obvious.

Consumer attentions : No one watches the telly but 11 million watch subservient chicken. Why? How?

Sophistication : Customers want truth not bullshit.

Creating lifelong partnerships: You get married and make promises to each other.

Ad Age Article
New York Article
BrandAutopsy Comment
AdRants Post on Peter Arnell Thinks Differently (Nov 3 ‘04)