1) The industry is becoming more and more committed to finding ways of creating positive impact in the world. This is not only expected from brands, it is crucial to success in business today. For marketers, we see proof of this in the creative work, and with the rise of sustainability job titles and increased CSR budgets.
Also: the true integration of ideating and producing given that content is content not tv or digital or the like. Expectations are high for streamlining the process within much slimmer budgets while inciting the same result.
2) I’ve always believed that advertising can be one of the most powerful art forms in the world. It has the power to change the way people think and behave. And there is a great responsibility that goes along with that. Honestly, we feel that the marketplace, and the world in general, has changed in many ways that have made what we believe-in more justifiable and doable.
People care more about the world we all live in now—about taking care of it and about being conscious about what we can all do as individuals to improve it. So, we haven’t had to adapt to anything yet because we’ve had a clear idea about the kind of work we wanted to do from the beginning, and that hasn’t changed—now, to be fair, we have only been around for less than a year so I’m sure there will be things in the future that we will have to do to adapt to all
3) The work we did for Gay Pride NYC was probably our strongest motivating message, and part of the reason we worked so hard at getting the message absolutely right was because it was due to release the month that preceded the Supreme Court’s decision on same-sex marriage. We wanted to create as much momentum as possible going into Heritage of Pride, and into the Court’s ruling.
4) I think we’re going to definitely see a few dramatic shifts in the scale of how certain production and postproduction companies are able to work directly with clients, from the strategy and concept phase. Client-direct work has always been around, but there is gong to be a big jump in the size of the budgets and the scale of projects, from the initial stages.
