Less than three months ago the North American Climate Summit, held right here in the Windy City, brought together mayors, civic leaders, and businesses from across the U.S., Canada and Mexico to sign a charter pledging to reduce greenhouse emissions and address the impact cities have on climate change. But despite the overwhelming support, some of the most important players living at the forefront of innovation, strategy, storytelling and creative thinking were missing from the table. Advertising and PR agencies. These are the professionals who determine what and when we buy, and much of what we believe. Their job is to tell stories, deliver on the most powerful ideas and campaigns that in turn change our behavior and perception of not just brands, but of society as a whole.
It seems hard to believe that most advertisers once flocked to TV and newspaper. Advancements in technology offer unparalleled possibilities for targeting and engaging audiences, irrevocably altering the media landscape and consumer behavior. The digital marketing revolution affects everything from how content is created to audience expectations, and experiential advertising stands at the forefront. Consumers, who see more than 5,000 advertisements in a single day, are looking to connect less directly with products and more directly with one another through meaningful brand experiences.
Here are some of the top trends we anticipate having the most impact on advertising in 2018:
Working together is more powerful than working alone, and that particularly holds true for women who work behind the scenes in critical yet often unrecognized roles in advertising, music, film, live performance, and broadcast media.
That’s just one reason why our team here at Curmudgeon Group recently launched Scope, a wide-ranging conversation focusing on the most visionary and emerging female producers of today. As a women-owned creative agency, we are in the unique position of being able to cultivate a community of veteran producers, creative leaders, and industry newcomers to alter and diversify the landscape, along with shifting attitudes and expectations.
At a time when the Twitter hashtag #metoo has officially become a thing — and hopes for serious change along with it — we thought it was time to ask our own Josie Elizabeth Davis, Curmudgeon Group’s founder and Chief Creative Officer, for her take on being an entrepreneur/woman/risk-taker/go-getter at the frontlines of experiential marketing, creative production, PR and advertising.
As Hurricane Harvey wreaks mayhem in the Gulf, and Irma surges over the Atlantic coast, the idea of marketing your business to hundreds of thousands of consumers in affected areas may seem appealing. It’s entrepreneurship 101: Problems create opportunities, right? Wrong.
With technological advances and more platforms and wearable devices than ever before, the power of immersive and interactive video has officially infiltrated the world of experiential advertising. The revolutionary format can demonstrate products from clothes to cars at every angle, communicate a brand’s mission, supplement traditional advertising, and provide a unique blend of information and entertainment. It also gives marketers feedback on content by recording views and what customers have chosen to see.
From Norman Rockwell and Kellogg’s Cornflakes to Kitchen Aid and Salvador Dalí, advertising has looked to the art world for inspiration around branded content and concept design for decades past. But for many of us who live between the fold, the question of whether advertising itself truly qualifies as an artform is open for debate.
SFMOMA realized that the average museum goer did not have enough time to appreciate all of the artwork on display. Thus the question: how can more people experience more art?