We Are The Digital Kids

Senior Planner, Edelman India + South Asia, Middle East, Africa, writer, creator of Words of a Generation researching change generations in China, Singapore, Malaysia, Vietnam, Indonesia, India... You can get in touch by emailing me at mooney.amanda (at) gmail.com.

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The best advertising does more than mirror the surface of contemporary culture or fret over shiny new ad formats: it finds new ways to slice straight through to the truth of what’s troubling or inspiring us, revealing a brand’s purpose along the way.

Slice straight through to the truth of what’s troubling or inspiring us, revealing a brand’s purpose along the way

Mel Exon, BBH, BBH Labs. “The Future of Advertising

Beneath the smooth, data-driven, automated level, a churning layer will be free to develop. Here, to create anything memorable and powerful, humanity will have kicked back in, aided and abetted by improvements in technology: “The thicker the pipe, the more emotion gets in” (Matt Heiman).

Advertising will have responded to a new technological and media reality, sure, but in 2020 what will advertising really to be like? Not in format, but in meaning? The best advertising does more than mirror the surface of contemporary culture or fret over shiny new ad formats: it finds new ways to slice straight through to the truth of what’s troubling or inspiring us, revealing a brand’s purpose along the way.

One thing to do now: consciously broaden our horizons

Naturally, the human condition dictates we’re distracted, magpie-like, by the transient, the shiny and the brand new. And, conversely, we also find it harder to escape our own filter bubbles, serving us up the same stuff day in, day out. The trick is to keep stepping outside the borders of our own geographic cultures, keep thinking broader, keep pushing for something different, keep pushing for something better.

(via peterspear)