2) I love the explosion of ways in which we can help brands communicate with consumers. We’re no longer talking at consumers, we’re having a dialog, including through social media and real life experiences. We’re able to build relevance for our brands in popular culture and in people’s lives. Even the old tools of advertising are being reimagined, for instance long form versions of spots created for broadcast now contribute ongoing online impact and conversations.
What bothers me is the disappearance of time for craft. Superb technology’s downside is crushed timelines. When expectations are super fast-tracked what’s often lost is the time to craft, the time to come up with the truly original, the stunningly unexpected.
6) Creatively, my New Year’s resolution is to surprise people with work for those brands that are not expected to make noise, to make brands that everyone thinks they know more relevant, to enable them to communicate with consumers in unanticipated, remarkable ways.
Personally: lose 20 pounds!
