Beyond Advertising. Hays Catharine Findiesen

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      For example: we should probably stop referring to “consumers,” which implies a myopic mindset that defines “them” based on what and how much they consume. How would it change your mindset to think about “them” as “us” and about them as people whose lives we might enrich?

      And that's just for starters.

Chapter 1

      The Five Forces Driving the Need for Change

      When we asked our Advertising 2020 contributors about what the future could and should hold – what was both necessary and possible – they scanned the horizon from their respective vantage points across disciplines and around the world and brought into focus an unprecedented convergence and interaction of extremely fast-moving trends, highly disruptive insights, and rapidly emerging capabilities that we will experience just a few years hence. A world that is becoming a reality in our daily lives, now.

      As John M. Baker, CMO of Mirum Agency, notes, “The challenge with predicting the future is something science fiction writers talk about all of the time. Aside from the difficulty of getting it right, the hard part is balancing the consistency of human experience with the pace of change in technology” (2012). By asking what could and should advertising look like, we privileged aspiration over accuracy. By asking experts immersed in many different industries, we gathered together the viewpoints best suited to balance experience and change. The result: points of view that brought to life dramatic worldwide transformations that have occurred in recent years, impacting everything we once thought we knew about how enterprises communicate and connect with the customers they desire. Initially identified as game-changers for the world of marketing and advertising, these forces are rapidly and irrevocably reverberating across all roles in the executive ranks – especially as they are being redefined and realigned – and throughout their organizations, challenging entrenched assumptions, mindsets, and methodologies.

      A power trio from Doremus – Evelyn Neill, executive creative director; Howard Sherman, president and CEO; and Mathew Don, chief innovation officer – paint an evocative image of where we're headed:

      However, as we talk with executives in our Wharton Future of Advertising workshops and in Jerry's Wharton Fellows Programs, as well as with our students, there still seems to be an underestimation of just how these forces – and their interdependencies – will change established approaches. And, equally important, that they offer tremendous transformational capital to get at some of the most intractable issues facing business leaders today.

That's why the visionary thinking of our 200+ Advertising 2020 contributors is so essential. From them we distilled five key themes to help focus your thinking and spur you to take action (see Figure 1.1).

Figure 1.1 The Five Forces of Change to Motivate and Enable

      And just for good measure, add to the transformative nature of each of these forces the exponential rate of change, the magnitude of change, and the complexity and interdependencies among the forces. As Thomas Burkhardt, global brand builder, puts it, “Following the mantra that ‘the future is already out there, it’s just not very evenly distributed' we are already seeing today what will be even more necessary and prevalent in at the beginning of the next decade” (2013).

      Bob Greenberg, executive director of Advertising Week Experience (AWE) brings these ideas to life in “Two Letters from 2020:”

      THE FUTURE

      To: Brands and their agencies

      From: A customer

      I was born in 2000. I'm 20 now. Just graduated college and starting my own life. Voting in my first presidential election this year – psyched!

      I've grown up with mobile devices.

      You used to call them “smart-phones” – quaint!

      I have one in my pocket as intelligent as the Watson computer that humiliated Brad Rutter on Jeopardy 10 years ago.

      And everything around me now tells its own story.

      From buildings, to packages, to images, to products and more.

      Like that car? Dog? Person? I just point my mobile device, click and learn all about them.

      I carry my favorite companies in my pocket.

      They're like having friends in the industry. They advise, consult, and propose, based on a deep understanding of … well, me. Not some cohort or quintile or special interest group.

      And they'll stay my favorites as long as they anticipate my needs and provide services that make my life easier.

      I don't own a TV. Not one like my Dad's, anyway.

      Oh I have screens all right – big, thin, light, cheap, smart ones. And I have little screens, too. They're in my pocket, on my wrist, in my glasses, and in my car.

      I never had a DVR.

      Everything, and I mean everything, is waiting for me in the sky somewhere until I want it.

      TV networks are a fading memory.

      There are hundreds of “Networks” now and they don't “telecast” anymore, They “custom-cast”.

      I've completely personalized my content – 24/7.

      Now 360-degree imagery lets me control my point-of-view … not the networks', mine! Actually, they're not really “Networks” anymore, they're “Servers,” in every sense of the word.

      And now I've become the “Manufacturer.”

      I'm downloading “Product Access Keys.” They let me “manufacture” stuff at home on my 3D printer – kind of like Grandma's fax machine, only it “prints” clothing, jewelry, appliances – whatever – right in my living room, and СКАЧАТЬ