1) More and more clients have incorporated in-house production capabilities, while others are simply getting savvier with production in general, creating even more competition in our world. Agencies need to evolve to show they are actually better, smarter, faster, and cheaper than the alternative in order to survive. This will require smarter staffing plans, clearly defined roles (hybrid roles and/or multi-taskers), and confidence with clients.
2) I actually cried when I first saw Google’s “Year in Search”. The highly relevant piece was just so well edited with the perfect balance of highlights to lowlights. It left me feeling hopeful and connected to people with the same mindset of moving forward.
3) I was so impressed by Nike’s “Breaking2”. Seeing amazing athletes train to break a 2 hour marathon is entertaining in itself, but then watching them in the live marathon event was even better. Even though none of the competitors broke 2 hours, it proved that no one can deny that the sub 2 hour marathon is out of the realm of possibility any longer. There was a holistic campaign around the effort, the runners, and the innovation required to make it happen. I may be a little biased, because I am a marathon runner, but it sucked me in and for the first time ever, I’ll run my next marathon in Nike’s. I can’t wait for the documentary.
4) I think clients will continue to increase the amount of project work with agencies/production company direct, veering further from committing to an agency of record, thus creating highly competitive opportunity for everyone.
5) It tells us that ads with social purpose are most liked, impactful, and needed, at time when there is so much negativity and political unrest! Fearless Girl and Love Has No Labels were my favorites. Those executions were so smart.
