Our predictions on what will matter in 2018: Amplification, voice, AR and… structure
Clemenger BBDO Melbourne’s deputy CEO Gayle While and managing director Simon Lamplough believe 2018 is the year adland’s threads are finally sewn together.
2017 has been a transformative year for Clemenger BBDO Melbourne. New work, new wins, new people and new ways of thinking. Not everything’s gone to plan of course, and as ever it’s hard to put our finger on exactly why or how we got where we got. Nonetheless, we are ready to do it all again and have a few thoughts on what 2018 has in store.
While and Lamplough with CEO Nick Garrett
Creative agencies will be in the business of amplification
Sir John Hegarty used to famously say that great creative campaigns were 80% idea and 80% execution. He’s recently changed his mind on that and now says they are 80% idea, 80% execution and 80% amplification. Creative agencies need to take control of, plan for and manage the ways their ideas go to market better in 2018. Channel planning, PR, CX, shopper and social are all disciplines that creative agencies will need to be skilled at if their work is to stand out and matter.
“The protectionist attitude that many creative agencies have been guilty of in the past won’t cut it going forward.”
Have you told Robert?
Not sure this is the thinking of Australia’s best agency.
Agree with brains trust. Very vanilla from clems