We live in an age of truth and lies. A time where access to facts, the truth, is more readily available than ever before. Wikified, Answered and BBC/NBC/CNN documented to death, there is no topic or event not laid bare for public access in this digital age. Diversified media and integrated connectivity allows for instant truth and clarification. Yet, the lies run deeper now then ever.
Scandals, FraudGates and Silent Take-overs aside, the biggest concern for the information age, is political gains. And the epicenter of these gains have now become commercial gains. Our lives - and indeed the future - is governed by the gains that governments pursue. Welcome to global corporate governance. Countries run by capitalist corporations hellbent on turning a profit. *This is not a manifesto, merely an observation. Because a mere generation has become far to weak to do anything about it. So just enjoy the ride.
I was taught that all advertising is "Smoke & Mirrors". Nothing more, that is it. Dress it up, feed it the script and get the prime time placement into your Lsm. Then, depending on whether you're the client or the creative, either track the response to gauge its success, or get another beer and find out where tonight's party is.
People had to consume what you wanted them to buy. And you could run your message through one of
The 4 Medias (prnt, rd, tv, outd) and know exactly who it would reach.
"Things are going to be a bit different from now on..." (the type of understatement Kim Jong Il would make if China called on their US debt). Media is dead, long live Medium!
The future of advertising is in Experiences. Tactile, full sensory, non-linear, human being led experiences. Emotional connection to the anthropological side of a brand rather than its intellectual property. The mirrors are being put away and the smoke is clearing...
or has it just soaked into everything and we're all sitting here blissfully unaware. "More gammon anyone?"
Mr. R,
