Agency Saatchi & Saatchi Canada has created interesting viral video clip, which predicts the death of advertising agencies, unless they assimilate digital creativity, which is the future. Spot entitled “The Last Advertising Agency on Earth” is a somber two minute film that compares the death of advertising industry with the fall of the Roman Empire.
It accuses the industry that non-critically insists on old methods, particularly with reliance on television advertising, despite the fact that customers seek for new, non-traditional ideas. The development of technologies for high-speed Internet, mobile phones, MP3 players, online shopping and digitization of all types of content, opens the door into a new era. For decades agencies prepared their brand messages for consumers, but the key difference is that they stopped being passive. Now they can actually choose what they wanted to see, not what the advertising agencies forced them to. “So much was lost because of arrogance and ignorance and because agencies choose to ignore the changes going on all around them” says narrator in spot, which ends with a message that advertising industry, will be extinct, if they do not assimilate digital reality.
The fact is that advertising is loosing power and there is increasing trust in individuals. Understanding of upcoming consumer behavior is crucial, because of era where consumers have more and more power. But what can we expect after billboards and TV ads? What kind of relationship with consumer will be needed and how important engagement will be? Will traditional advertising methods really extinct?
I really liked the video although it is somehow fictional. I think that advertising agencies will not disappear, they will completely change and consequently also the nature of work will change. And like you are writing I completely agree with you. Consumers have changed and they became active and are gaining more and more power. So the future is on the internet and more target advertising. Although I do not believe that TV advertising will disappear. It will still be used but not so much as today. And also outside advertising for example, will become more electronically.
OdgovoriIzbrišiHowever I believe that social networks and all the applications that web 2.0 enables will have the major role in future especially because consumers do not trust big companies anymore and are becoming more and more active in their consumer choices. So advertisers should pay attention to this changes and movements.