For those of us who work in advertising we’re living in world that is morphing and reshaping almost before our eyes. A decade ago describing what advertising was, was a pretty simple task.

For a start it hadn’t really changed all that much in the preceding four or so decades. Sure we’d got smarter at targetting and experimenting with research techniques; we had improved access to social commentary to uncover trends to help increase a brand’s relevance; and yes, improved technology meant that the magic of special effects allowed for more ooh-ahhh moments. But all this change could be filed under ‘manageable evolution’- the fundamentals remained pretty much intact.

Advertising (save the occasional under the table cash for comment) was the sponsored stuff that filled the ‘cracks-between-the-content’ on our TV screens and in our printed publications etc.

But in a world of media fragmentation, where it’s not only harder to reach consumers, but harder to keep their attention, the rules of engagement are irrevocably changed. Consumers are savvier. They see many of the old techniques as ‘blunt instuments’.

So what does this mean for agencies and what we do?

The once manageable evolution is quickly turning to revolution. The old paradigm is quickly being blown apart. Technology in the future means a single solution could be an unshapely morphing and blending of part brand activation/PR/stunt/experiential/e-commerce/social/traditional media etc etc etc (you get the idea).

The chameleon nature of modern media is having a profound impact on the way in which we plan, create and execute campaigns. Media convergence and consumer acceptance of it means it’s time to redefine what we do and how we do it.

Fortunately what hasn’t changed is that clients want ideas. Ideas to solve problems. Ideas to deliver a competitive advantage. Ideas to get the cash register ringing. It seems to me that more than ever both agency and client need to be open to possibilities.  We need to be agile. We need to creatively join the dots to deliver clever, innovative solutions.

In the future, successful agencies must work well beyond the stock standard TV campaign, with a bit of radio or online thrown in.

Getting traction will mean creating ideas which are novel and engaging. Consumers will need to see value beyond the obvious brand or product messaging.

They will look for added value in communication – whether delivered through entertainment, through added utility, by delivering social currency, topicality or social esteem. However these extra layers are achieved, at the risk of stating the obvious, setting out to find a more engaging solution is the first, and arguably most important step to finding them.

When agencies look at a brief, it’s incumbent upon them and their clients to do so through the lens of innovation and exploration.

Advertising 2.0 is here.

To borrow from Dr Spock “It’s advertising Jim but not as we know it”.

Bloody exciting if you ask me.

Kevin Moreland is a Partner at BCM

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