The Case Against Advertising
Agencies and Media buyers used to sit in very different places in the value chain, but the real power has been transferred back into the hands of the consumer
In this new landscape, brands can live and die by saying the right or wrong thing in the right or wrong space. Power lies in understanding that consumers do not want to listen to a message, they want a conversation
The new consumer can see straight through advertising dishonesty: they expect integrity, not a glossy film of glitter. They do not fall into communities around brands, they build communities around shared interests
What part can agencies play to create real consumer value and where do they sit on platforms that enable conversation and activity? Where do creative agencies fit into this new arena? Will brands need them at all? Will Media or Ad agencies survive the turmoil?
Is the game up?
This insightful, honest and passionate session will present two sides of the same coin, both waving the flag for change, and explore what the industry might look like once the dust settles