We’ve looked in to the future…and we’re not there
This week Google has flown members of The Communications Council’s Account Planning Group to the US to gain insights into how technology will impact the world of communications. APG chairman Russ Mitchinson shares what he’s learned
It’s been 48hrs in the presence of Google and we’re reeling with information, innovation and ideas. And if two days is anything to go by, the Australian communications industry is lagging far, far behind…
This is only halfway though our journey of discovery as after the Silicon Valley we’ve now arrived in New York to interrogate Google Creative Labs on the future of creativity…as they see it. But already emerging are some key challenges that our industry is facing back in Australia…and some possible solutions.
Mumbrella’s Tim Burrowes discusses the visit with Mitchinson:
After returning to Aus after years in Sweden, I was horrified at not only the lack of, but the way of thinking digital.
Sweden has come so far that it’s getting hard for digital agencies to compete with all the other agencies. Why? Digital has become background, hygiene. And because anyone can outsource digital production.
But when you look at digital as more than banners, what once again reigns supreme is a brilliant idea that impacts people’s perceptions and behaviours.
“The future is already here — it’s just not very evenly distributed”- William Gibson
Russ. so glad you shared your insights. What you shared is so great because it is in no way to demean what Australia is doing but to show an enormous opportunity. When we get honest with ourselves, it’s what we want, humanized technology.
Now take that and stuff it in every campaign. Make people feel like they are worth more than a million dollars, because they are. Can’t wait to meet yah.