What trends, developments or issues would you point to thus far in 2023 as being most significant, perhaps carrying implications for the rest of this year and beyond?
I think the obvious answer is AI. In my opinion, some of the graphic possibilities have been overpromised, but you can see the potential going forward. However on the writing side, it seems like there is already a real opportunity to turn to AI and to have success with it. Specifically, longer form writing like blogs and white papers. Once there’s an established voice that the technology can dial into, it’s easy to generate fresh content in a similar voice, affecting the need for humans to create it. For now I’m still not fully convinced that AI is coming for our jobs. New ideas and thoughts will always drive our business. And that’s not something AI is built to handle yet.
What’s the biggest takeaway or lessons learned from work (please identify the project) that you were involved in this year? Or if you prefer, what’s the biggest takeaway or lessons learned from work you were involved in that won, was or is in the running for current awards season consideration (i.e., Emmys, Cannes Lions, AICP Awards, etc.)
I can’t say that there were any particular lessons I’ve learned this year. I will say this though—I’ve realized that as much as things change, the more they stay the same. Today we approach projects strategically and tactically in a much different way than we did 10 years ago. But what hasn’t changed is that we’re still coming up with big ideas, we’re putting in the work to get it right and we’re always being the best stewards of our client’s business that we can be. I’m often reminded that sticking to these principals is what keeps you in business.
Have you been involved or experimented with AI, AR or other emerging disciplines or new technologies? If so, relative to experimental or actual projects, briefly tell us about the work and what you’ve taken away from the experience. If the work is complete and you’d like to share a link to it, please include.
On the creative side, we haven’t been involved with AI much yet. Our art directors and designers have started to experiment with generative graphic features but not much has come from it.
Have any societal issues–including DEI, recent Supreme Court decisions and/or recent backlash against advertisers like Target (for Pride merchandise) and Bud Light (for marketing featuring a transgender influencer)–impacted the way you do business, company policies and/or selection of projects/creative content?
DEI has become a bigger focus for us and is something that new employees express to us as extremely important for them. It’s really caused us to relook at and reinvent our policies. It’s invigorated us in many ways and been great for our culture.
What work (advertising, entertainment, documentary, etc.)–your own or others–struck a responsive chord with you so far this year and why?
What has struck me most this year is the ever-increasing blend of pop culture and advertising that seems to be everywhere. The Barbie marketing blitz has been impressive to watch, not only with what they’re doing on their own, but in creative tie-ins with brands like Progressive. Here locally in Chicago, we saw the Chicago Bears do a three-minute piece spoofing The Bear to reveal their 2023 schedule. This type of mish-mashing of worlds has always been around, but it seems like the level of frequency and creativity has been through the roof this year.
While gazing into the crystal ball is a tricky proposition, we nonetheless ask you for any forecast you have relative to content creation and/or the creative and/or business climate for the second half of 2023 and beyond. (250 words max)
For us, we’ve had clients come to us because they feel like we can help them be more efficient. I’ve heard from a few clients that tell me they’ve struggled to maximize content created from expensive shoots. And they’re challenging us to come to them with ideas that can be created more cost-effectively and be used in more channels. I see this trend continuing for us.
Has the first half of 2023 caused you to redefine or fine tune the goals of your company–and if so, in what way(s)?
Our goals at the beginning of 2023 have held firm throughout the year.
