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1. Introduction .......................................................................................................... 4
4. Ideas .................................................................................................................... 21
1
William Gibson http://en.wikiquote.org/wiki/William_Gibson
“The human being is the only animal that thinks about the future.”2
only the ape that looked forward we are also the “super-social ape.”4
2
Stumbling on Happiness, Daniel Gilbert, Page 4
3
Consciousness Explained, D Dennett, http://www.princeton.edu/~stcweb/html/pope02essay.html
4
Herd – How to change mass behaviour by harnessing our true nature, Mark Earls, Chapter 1
introduce concepts that will be crucial when charting the future of brands.
Firstly, the brief is an expression of the industry’s collective desire to steer its
own path into the future: as Alan Kay said, the best way to predict the future is
behaviour.
is the source of all the value we add to our clients’ businesses as it allows us to
It is only by exploring how ideas function, how ideas such as brands can
influence or create behaviour and culture, and how this is changing in the face of
a new kind of consumer, that we will be able to explain that the future of brands
prognostication
Although phrased as an ironic tautology, the fact that the children are our future
establishes a crucial distinction: the kids are different, in a very specific sense,
which is why communication thinking has to evolve. Except that evolve may be
Oscar Wilde said that after 25 everyone is the same age. By the same token,
consumes, manipulates and propagates ideas and that the way that brands
express themselves must change in response to this new kind of ‘idea consumer’.
Any attempt to look to the future is usually flawed. When we project ourselves
forward, the imagined results are always tainted by our present feelings – we are
unable, imaginatively, to feel any different. You can easily prove this to yourself
by going shopping twice, once when you’ve just eaten and once when you are
Examples of this abound5 and it leads to thinking that extrapolates from the
national research, will lead us in a similar direction when looking at the future of
brands. The power of television advertising has eroded, but it still functions
However, if we look to those under 25, we see not incremental but qualitative
shifts in behaviour. The generation gap has never been wider, because kids can
control their own experiences of ideas in a way the generations that grew up
Therefore, the form that ideas such as brands must take in order to be
We will demonstrate how this shift in behaviour will affect the future of brands
5
“Heavier than air flying machines are impossible.” Lord Kelvin, the most lauded physicist of his day
"I think there is a world market for maybe five computers." -- Thomas Watson, chairman of IBM, 1943
See http://www.anvari.org/fortune/Famous_Last_Words/ for dozens of more examples
• What communication is
o Function
o Form
We now spend more time than ever consuming media. This year, Americans will
spend 9.5 hours out of 24 with media, the seventh increase in as many years
and by far the most time spent on any daily activity.6 The young are the heaviest
consumers of media and, since there are a fixed number of hours in the day,
simultaneously.7
They “consume their media very differently to the rest of the population,” 8
consciously meshing media together. They are also digitally inclined: “Young
adults (16-24) have embraced new technologies to a far greater degree than the
general population, while they use the more traditional media of television and
radio considerably less.” 9 The Internet is the most used and most important
medium for youth 10 and using it has led to the breaking down of traditional
6
Communications Industry Forecast, Veronis Suhler Stevenson http://www.vss.com/pubs/pubs_cif.html
This covers all forms of mediated content including broadcast, mobiles, gaming etc.
7
It’s a Broadband Life. Yahoo / Mediaedge CIA Summit Report
8
BBC Commissioning Research
http://www.bbc.co.uk/commissioning/marketresearch/audiencegroup2.shtml
9
The Communications Consumer, Ofcom Report
http://www.ofcom.org.uk/research/cm/overview06/consumer/
10
Truly, Madly, Deeply Engaged, Yahoo! / OMD Summit Report
The internet is used to consume other media content, blurring the boundaries between them.
Source: I-Level/IAB/RAB Media Conjunction Study
What’s more, they don’t just consume media, they also produce it. One third of
experiences ideas and they are constructing their own mediascapes, individually
and together. The needs of humanity remain the same but they are combined
with entirely new behaviours; we are “running with the rapid feet of new
technology, yet carrying the same ancient and unpredictable human heart.”13
13
Convergence Marketing: Strategies for Reaching the New Hybrid Consumer, YorramWind and
Vijay Mahajan, Pg XIII
In which we argue that the shift to active idea consumption is a discontinuity and
20th century.14
which thinking patterns developed in the generation born since their widespread
14
Digital Natives, Digital Immigrants, Mark Pensky, from On the Horizon, NBC University Press
http://www.twitchspeed.com/site/Prensky%20-%20Digital%20Natives,%20Digital%20Immigrants%20-
%20Part1.htm
basis of a speech:
content when they want it, how they want it, and very much
http://www.flickr.com/photos/lynetter/322112273/
When looking to the future, we need to consider how the digital generation
responds to ideas and what the nature of the paradigm shift that has occurred is.
However, for the medium term, the communication industry needs to consider
the fact that there is a now bimodal consumer base. For some we need to
consider the brave new "world of platform-agnostic content [and the] fluid
15
Speech by Rupert Murdoch to the American Society of Newspaper Editors
http://www.newscorp.com/news/news_247.html
as they ever have. Having grown up with an essentially passive relationship with
media, the shift to becoming an active consumer of ideas is neither likely nor
desirable.
So when planning for mass market brands today, we need to keep the Massive
Passives in mind, but we shall leave them here as a remnant of the present and
A segmentation of the bimodal base for media consumption, from the IBM report
The end of TV as we know it: A future industry perspective, showing the slight shift towards controlling their own
media experience that the Massive Passives, consumers who have grown up in a passive media culture and have
a primarily passive relationship with it, are projected to make by 2012. It is important to note that they will not
reach levels of control over their own media experiences that the younger generation have already achieved by
2005.
16
The end of TV as we know it: A future industry perspective, http://www-
935.ibm.com/services/us/index.wss/ibvstudy/imc/a1023172?cntxt=a1000062&re=endoftv
In which we establish that a medium is a vector for ideas and suggest that
interactive is different
number of rapid changes in the nature of media, but before we begin to look at
[brand being the other major culprit, which we will look at later], a medium is a
poorly defined concept. This is partially due to the narrowing of its meaning that
establish the idea that media referred to the five traditional broadcast channels
the media and probably in some measure due to confusion over the word being
in the nominative plural [which we must assume is what led to a debate entitled
The Battle of the Mediums at the Media 360 conference in 2005. No one
transmitting ideas – these are principally made up of language, text, sound and
these categories?
Media fragmentation since 1700. Numbers of available media channels on the vertical axis is plotted against
time on the horizontal. We can clearly see the rate of fragmentation accelerating to an almost vertical incline as
digitisation increases the available bandwidth of media until it is virtually limitless.
Source: Millward Brown
develop that changed the way people dealt with ideas – media changed from
the means of production and distribution, what had once been the mass media
The important aspects to consider when looking at the media landscape are the
behaviours, changes in the way ideas are consumed, that have been brought
changed since the filing system Tim UN Secretary-General Kofi Annan and Tim Berners-
Lee, inventor of the world wide web.
Berners-Lee invented changed the world.
“Go ye...into all the world and preach the Gospel to every creature”17
means by which “one mind may affect another.”18 This covers language, art, and
Humans have an inbuilt desire to spread their own ideas. There are compelling
anthropological reasons for this. We pass on our ideas in order “to create people
whose minds think like ours”20 because this delivers an evolutionary advantage:
17
Mark 16;15
18
Recent Contributions to the Mathematical Theory of Communications, Warren Weaver
19
Speaking into the Air: A History of the Idea of Communication, John Durham Peters, P.11
20
Stumbling on Happiness, Daniel Gilbert, Page 215
way their brains operate – attempting to change the way they see the world so
that their view of it more closely resembles our own. Almost every assertion –
harmonise the receiver’s beliefs about the world with the transmitter’s.
point of view. Even when stating a fact, you are attempting to make someone
attempt to make you, the reader, agree with the ideas that are being proposed –
"If you wish to persuade me, you must think my thoughts, feel my
think the thoughts and speak the words of the young, but first we need to
establish a criterion of success and then anaylse what has allowed ideas in the
21
The Hidden Persuaders, Vance Packard
22
Cicero, http://en.wikipedia.org/wiki/Cicero
Ideas are specific thoughts triggered in the mind, the desired product of any
successful ideas we need to understand are ones that establish themselves firmly
as they go.
The oldest and most successful idea in history provides a perfect example of how
The Golden Rule, is a fundamental moral principle found in all major religions
23
A Midsummer Night’s Dream, William Shakespeare
24
This maxim is often attributed to Jesus Christ but is in fact much older, recorded at least as far back as
500BC in the Analects of Confucius, Chapter 15, Verse 23
change.
25
The middle section of The Tipping Point by Malcolm Gladwell is called “The Stickiness Factor” - ideas
that stick are more likely to propagate and effect change, although Gladwell never examines what makes
ideas sticky as this is beyond the scope of his epidemiological analysis of culture.
26
Made to Stick, Chip Heath & Dan Heath, Pg 12
In which we see that the function of successful ideas is to save us from decisions
Choice is paralysing. We believe that we want the freedom to make our own
counter-intuitive behaviour.
lecture by an author they admire, who is only visiting for one evening, or going
to the library to study: 21% decided to study. Suppose instead there were three
options:
2. Go to the library.
3. Watch a film you want to see that is only on for one evening.
When a different group of students were given these choices, 40% elected to
study – double the number who did before. Giving students two good
alternatives to studying, rather than one, paradoxically makes them less likely to
choose either.27 This effect has also been observed at the point of purchase. A
2000 supermarket study involving choice of jams showed that although more
27
Made to Stick, Chip Heath and Dan Heath
stopped by the stand that offered only 6 varieties of jams bought some.28
Proverbs are successful ideas because they are helpful in guiding decisions.
Whilst expressed simply, they contain complex ideas that function as heuristic
devices for situational decisions. The Golden Rule is so profound it can influence
to make a difference.
28
Iyengar, S. S. "Choice and Its Discontent," Hermes,
http://opus1journal.org/others/killerapps/paralysis.html
reductive and misleading. Whilst proverbs have simple forms, they contain
complex ideas. Cervantes called them “short sentences drawn from long
proposition.
The myth of simplicity has led us inexorably to Lord Saatchi’s One Word Equity
single word. A single word without context is both too open to interpretation and
A proverb simplifies choice, is expressed simply but contains complex ideas that
build on what people already know [in the case of the Golden Rule, it relies on
level cognitive schemas, they can express higher level ones succinctly. When
29
Albert Einstein
30
http://cogweb.ucla.edu/Discourse/Proverbs/Definitions.html
Similarly, brands are ideas that simplify choices, compress complexity and build
on what consumers already know. They are traditionally compact and abstract,
taking complex notions and packing them down; side-stepping into other
territories to make them more tangible, they enable people to avoid making
decisions from first principles and they take on symbolic associations that allow
Brands still need to tap into the “ancient and unpredictable human heart”,
providing the same successful functions all the way up Maslow’s hierarchy but
the form in which they will need to iterate in the future will have to change,
because of the way in which the new active consumer consumes ideas through
media.
In which we analyse the form of ideas and determine how this has changed over
time
brand, share. However, the forms in which these ideas are communicated are
mellifluous form, they are Homer’s “winged words”, flying from one person to
another.
Writing and the printing press enabled significantly more complex ideas to
propagate across time and space, but they are still relatively inefficient
The development of mass media heralded the Golden Age of brands and the
forms that developed then are the forms we still recognise today –
advertisements.
way.
Print advertising developed first as long form copy. Classic print ads, such as
posters, reflecting the reduced levels of attention available. Indeed, the same
executions are often used for both, with long copy reserved for direct response
advertising.
The form is also delineated by the relative scarcity of the vector – commercial
broadcast time is limited and thus ideas are packaged into 30 second sound bites
not just how ideas are made flesh online, but also how all other channels will be
used. The relative scarcity of media through which to communicate ideas has
and transmit ideas. Rather than media, in the digital world attention is the scarce
commodity.31 Correspondingly, the way in which people interact with ideas has
undergone a transformation.
31
The Attention Economy, Wired Magazine http://www.wired.com/wired/archive/5.12/es_attention.html
the relative scarcity of shelf space, so it will allow us to develop the “long tail of
brand-building,”32 creating more complex brand ideas that earn attention, rather
“The long tail of the brand. The primary proposition stills draws the hits but lack of scarcity of media and low distribution costs enable
33
the brand to connect every niche idea with its own set of loyal consumers”
32
The Elongating Tail of Brand Communication, Mohammed Iqbal, O&M
33
Ibid.
The emerging media landscape, the context in which ideas exist, is qualitatively
different from what has gone before because it is intrinsically active. Brought up
online, the young naturally construct their own paths through media, branching
hypertextually34 from site to site. It follows, therefore, that the future of brands
is intrinsically participative. There are some additional key characteristics that will
• Convergent: every idea, image, story, brand and relationship will play
increase in the complexity of brand narratives, tapping the long tail of the
brand.
via Ctrl C and Ctrl V, a generation has emerged that naturally treat ideas
34
In computing, hypertext is a user interface paradigm for displaying documents which, according to an
early definition (Nelson 1970), "branch or perform on request." The most frequently discussed form of
hypertext document contains automated cross-references to other documents called hyperlinks. Selecting a
hyperlink causes the computer to display the linked document within a very short period of time.
en.wikipedia.org/wiki/Hypertextuality
35
William Gibson, author of Neuromancer,
of old.
that is also pertinent to the future of brands. The internet disrupts the notion of
information is now
the increased
transparency it has
been accompanied by
an erosion of trust in
rise in trust in other people.36 Thus, traditional singular authorities have been
36
“The Edelman Trust Barometer has shown consistent decline in traditional authority. The 2007 edition
showed that 44% trust conversations with friends and peers while 33% trust articles in newspapers.
games has led to a gradual increase in the explicit complexity of ideas embraced
by the young.37
In order to create ideas that leverage these new characteristics, we need a new
37
Everything Bad is Good for You: How Today’s Popular Culture is Actually Making Us Smarter,
Stephen Johnson
In October last year, I wrote a post on my blog38 that outlined a new model for
communication planning. The idea was built upon the concept of transmedia
38
http://farisyakob.typepad.com/blog/2006/10/transmedia_plan.html
39
Convergence Culture: Where Old and New Media Collide, Henry Jenkins
Matrix story are in the video game, the animations, the comic books. He argues
that few consumers will be able to dedicate the time required to get the whole
Since there are so many elements to the story, every member of the community
The model that has held the industry's collective imagination for the last few
years is media neutral planning. In essence, this is the belief that we should
develop a single organising thought that iterates itself across any touch point -
this was a reaction against previous models of integration that were often simply
the dilution of a television idea across other channels that it wasn't suited to.
The point is that there is one idea being expressed in different channels. This is
believed to be more effective as there are multiple encodings of the same idea,
together themselves.
Alternate reality games are early examples of this form of communication. While
some brands currently lack the depth that this model requires I think that in a
40
In Herd, Mark Earls makes the distinction between endogenous word of mouth, which naturally occurs
within the system, and exogenous word of mouth, which is when brands attempt to artificially cultivate
buzz using agents, such as P&G’s Tremor network.
The idea was then picked up by another blogger, who built on the initial post in a
follow up post that developed the idea further and into different territories.41
From here it gathered momentum and spread among a defined audience – the
communication industry. The original post was voted Post of the Month42 and
was covered by dozens of blogs from around the world. The idea was presented
at the APG Battle of Big Thinking, where it began to evolve into a separate
41
Transmedia Planning and Brand Communities, Jason Oke, Vice President, Strategy, Leo Burnett,
Toronto, on Fruits of the Imagination http://lbtoronto.typepad.com/lbto/2006/10/transmedia_plan.html
42
http://russelldavies.typepad.com/planning/2006/11/faris_wins.html
43
http://theapg.typepad.com/battleofbigthinking/2006/10/thoughts_from_i.html
expression “transmedia planning” found on Google, a term that did not exist
Media Studies at MIT, then picked up the idea and posted about it on his blog,44
branding: after all, the more people talk about my book, the more
people are likely to buy it. I don't have to control the conversation
44
http://www.henryjenkins.org/2006/12/how_transmedia_storytelling_be.html
something to do. In that regard, the book may have had greater
Agencies have begun to implement the idea for clients, and Mark Earls
45
Email to the author, dated 16/01/07
change. An analysis of the idea will help substantiate the proposition that the
successful ideas.
The idea is convergent – whilst initially iterated in one channel and one place, it
has spread into print and presentation, and the idea itself concerns convergence.
parties. In a digital culture, “ideas need other ideas to tell them what they
mean.” 46
transmission, from which additional nodes rebroadcast it out further and further
46
The Future Just Happened, Michael Lewis Pg. 143
47
The Creative Commons (CC) is a non-profit organization devoted to expanding the range of creative
work available for others legally to build upon and share. The organization has released several copyright
licenses known as Creative Commons licenses. These licenses, depending on the one chosen, restrict only
certain rights (or none) of the work.
48
Cuttings above can be found at the following URLS:
http://www.influxinsights.com/servlet/ShowComments?id=1007 ,
http://whistlethroughyourcomb.blogspot.com/2006/10/transmedia-and-knowledge-economies.html ,
http://interactivemarketingtrends.blogspot.com/2006/11/transmedia-planning-my-arse.html
participatory ideas:
channels in the same way the young consume media, not reiterating the same
thing endlessly in different ways. Narratives such as this are interesting enough
that consumers reach out towards them, and thus they don’t rely on interruption
and in form, allowing recipients of the idea to modulate it and pass it on. To use
Jenkins’ words, it “pulls people together and gives them something to do”
because it isn’t a complete text - there are spaces it opens that others can
explore. By relaxing control, individuals can modulate the form of the message
3] Networked and collective – reaching into the collective for authority, not
relying on single authorial voice, and empowering the collective to propagate the
idea further, using their own media. “The less control a company has over its
49
The Economist, 31.05.05
A number of successful brand ideas of recent times can be seen to exhibit some
Alternate reality games, like Audi’s Art of Heist and Sega’s Beta7 are transmedia
ideas – they break down the story into different elements and push them out
into different channels. The Mini Robot created a form of interactive fiction to
Colin Mayhew who, hoping to make roadways safer, starts building a humanoid
robot from parts of MINI Coopers, and was brought to life through films, via a
fictional book launch, through a web ring of sites that seemed to validate Mr
Mayhew’s existence, conspiracy sites countering the story, press insertions, and
The rise of the recombinant can be seen in ideas such as Trailer Trashing, re-
editing film trailers to change the nature of the plot, and Web 2.0, the
foundation of which is the atomisation of data and open standards that allows
users to build ideas on top of others, mashing up their own data into Google
Brands have also embraced the remix. Old Spice gave consumers the tools to
remix one of their commercials50, and Mountain Dew produced a viral teaching
50
http://www.whensheshot.com/
51
http://www.youtube.com/watch?v=A4uyN5rQbbU
Seeking out collective authority is perhaps the most salient and discussed
Whether it’s Dove asking their consumer to make their next ad 52 or Nokia
collective for their blessing, and leveraging the media of the masses in the
52
http://www.dovecreamoil.com/
53
http://blog.experiencecurve.com/archives/nokia-sending-phones-to-bloggers
communication’54.
Intermediaries have already sprung to leverage this collective creativity in a commercial way.
Zooppa is a new company that handles live briefs for clients and opens them up to consumers.
www.zooppa.com
54
Propagation Planning, Ivan Pollard, Campaign Article
In which we demonstrate how this new model has been put into practice
This thinking has already begun to be implemented within Naked, most recently
commercial, Paint. Working with a team consisting of clients, Fallon, Freud, Tonic
the television commercial into a transmedia idea, leveraging the power of the
Different channels were loaded with different information and the process of
making the film was opened up to interested parties in a way that added intrigue
to the commercial.
People were thus invited to participate from the outset, attending the shoot,
capturing it on cameras and camera phones, footage which then went straight
Consumer shots of the filming of the Paint commercial were posted to photo sharing site Flickr.
http://flickr.com/photos/53786020@N00/
developments online, a specific attempt was made to engage people in “an open
and transparent conversation with the brand.” 55 Bloggers responded well and
Numerous blogs picked up on the leaked material and used it as the basis for discussions
The film was first released online and then screened on television, consciously
catering to the differing needs of youth and the Massive Passives. Online, the
assets of the film were made available for remixing. The campaign was
55
David Patton, Senior VP Marketing, Sony CE Europe
of new ideas
In order to determine the success of these new types of ideas, we need to create
some new metrics to add into the traditional basket. There are two classes of
investment to the bottom line. However, it has been recognised that “advertising
Most measures tracked by agencies are diagnostics that are confused with
demonstrated in the short term, even with regression analysis to help untangle
understand what effect communication was having on the mental brand equity
of consumers, as this can give “indications as to the future profit trends”58 and
56
Is your Advertising Working? C McDonald P.8
57
Ibid.
58
Measuring Brands and their Performance, CIM
http://www.cim.co.uk/mediastore/Brand_eGuides/eGuide7.pdf
Cognitive measures tracked by survey all suffer the same flaws: they require
consumers to tell us what they think and they analyse individuals and aggregate
data to give an overall picture. Even ignoring that “the gulf between the
vast”60, attitudes can only be used to “predict behavioural intentions, rather than
Studies have shown that image measures tend to correlate to previous rather
than future behaviour. Whilst they may give an indication of predisposition, they
ignore what may be the most important drivers of purchase decisions: collective
animal.”64
59
Marketing Payback, (Demonstrating Success), R Shaw & D Merrick
60
Freakonomics, Levitt and Dubner, P. 84
61
Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research, Fishbein, M., &
Ajzen
62
Critical Mass, Philip Ball, P. 395
63
Behavioural Economics, New Economics Foundation
64
Advertising to the Herd, Mark Earls
network”66: the more virulent the brand, the greater the number of transmissions,
68
In an age when half of all consumers actively avoid advertising,69 another newly
65
Decision Watch UK, MRS Conference Paper, P. 6: “Gary had been considering purchasing a Toyota
Rav 4 and liked both the look and styling. The price was also within his budget. However, just before
purchasing he saw a vague acquaintance of his driving one in the village and asked him how it was, Gary
said “ apparently he wasn’t that happy so I went off the idea” The extraordinary power of WOM became
obvious”
66
God, Galileo and Google, W Collin, Campaign supplement
67
http://en.wikipedia.org/wiki/Assortative_mixing
68
Chart from Connected Marketing: The Viral, Buzz and Word of Mouth Revolution, Elsevier, 2005
69
54% of consumers agreed that they try to resist being exposed to or even paying attention to marketing
and advertising, 69% said that they are interested in products that enable them to block, skip or opt out of
being exposed to marketing and advertising, Source: Yankelovich Omniplus.
http://www.magazine.org/Advertising_and_PIB/engagementguide.pdf
70
the act of coming near; approach. http://dictionary.reference.com/search?q=accession
transmissions and accessions– not all occur online but effects measured on the
research has shown that online transmissions are a powerful influencer of brand
Blogpulse shows a clear spike in conversations about Sony Bravia during the key month of the
campaign.
71
What happened when Honda started asking questions? IPA Effectiveness Award Gold, 2004, Stuart
Smith
72
40 million US consumers changed their minds about brands as a result of online information. 60% of
those consumers then switched brand at purchase, whether that purchase had been made online or offline.
Source: Dieringer Group: American Interactive Consumer Survey
73
www.blogpulse.com is a tool for tracking the content of weblog posts. Each post that contains the
specified brand or term is considered a transmission.
Google Trends shows a similar surge in accessions over the campaign period
74
www.google.co.uk/trends
75
Search engines are one of the key channels through which consumers seek out brands. As Google
dominates the search market, tracking the number of Google searches gives a clear metric to establish
trends in accessions.
76
www.opinmind.com, a tool that measures mentions of the brand in proximity to positive or negative
value statements and shows the results as a percentage split.
19 remixes
and accessions, it was modulated and propagated by the collective – but did this
Sony’s share price has risen by 40% since the campaign began.80
77
It is difficult to arrive at a complete number as the film has been posted multiple times on dozens of
video sharing sites. The most popular versions on Youtube have received well 100,000 views each.
78
Tracked on Google “Sony Bravia Paint”
79
Q3 FY 2006, ending 31st December 2006. Results available here
http://www.sony.net/SonyInfo/IR/financial/fr/viewer/06q3/
80
Share price risen from approx $37 at campaign launch to $53 now. Whilst share price responds to any
one of an infinite number of influences, the Bravia campaign was the highest profile Sony communication
campaign in that period. http://uk.finance.yahoo.com/q/bc?s=SNE&t=1y&l=on&z=m&q=l&c=
positive return in short term sales, collective brand salience, favourability and
shareholder value.
An industry that developed in the age of passive idea consumption will need to
idea consumers.
The agency of the future will need to be built around the value of ideas. Whilst
we have always dealt in ideas, “we have allowed the emphasis, the value, and
the fundamental business model of our industry today, to shift away from ideas
The new agency model needs to move the value away from execution and back
to ideas. This will require us firstly to find new ways to value and monetize the
these ideas. This will refocus agencies on their core product – ideas – and allow
Increasingly, this will shift how we work towards the model of film making,
81
Change the Model, Change the World, Keynote Speech, Future Marketing Summit, 2007, Scott Goodson,
Founder and Chairman, StrawberryFrog
A ‘hub and spokes’ model, with partner suppliers working around a core idea company
The process needs to be collaborative and iterative at every stage. Ideas don’t
flow in one direction, and suppliers will be able to advise agencies on what is
possible and what will work in their fields. An understanding of the active mode
they accommodate complexity, tap into the long tail of the brand, and equip
Futurology Group What’s Next plots the future of innovation. From products that are almost a
commercial reality, such as electronic ink, to the far off emergence of replicators and web 4.0
Technology will continue to drive changes in the way ideas are communicated.
While the Passive Massive will remain with us for the medium term, the impact
"We tend to overestimate the effect of a technology in the short run and
82
Roy Amara, past president of The Institute for the Future
As Gibson pointed out, the future is already here, it’s just not evenly distributed.
Young people today have grown up with digital media and thus they have an
differently than the Massive Passives and transmedia planning is a new model for
creating ideas that will engage them. By looking at how young people are
consuming, remixing, producing and propagating ideas today we can chart how
brands will operate in the future and begin to change how we create ideas
accordingly.