The Renaissance Of The Consumer, The Reinvention Of The Creative

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The consumer, marketing, agency and creative landscape have changed dramatically in the last few years. But amidst all the fire and brimstone, a number of important truths have re-emerged. While arguably obvious, these truths are often ignored – and when they are, the creative usually doesn't work.

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The Renaissance Of The Consumer, The Reinvention Of The Creative

  1. 1. THE REINVENTION OF THE CREATIVE. THE RENAISSANCE OF THE CONSUMER.
  2. 2. Once, there was a time when...
  3. 3. Social was a party.
  4. 4. ‘360 ’ referred to sk8boarding.
  5. 5. Impressions were made face-to-face.
  6. 6. And a few great print campaigns were enough to get you hired just about anywhere. But that time has passed.
  7. 7. Today, the discussion has evolved past a paradigm shift...
  8. 8. Of greater significance than the invention of the television…
  9. 9. Engagement is no longer about finding a partner.
  10. 10. An ecosystem has no relevance to biology.
  11. 11. Architects aren’t designing buildings.
  12. 12. And creatives don’t ‘just’ think of ideas anymore.
  13. 13. For marketers, success is measured by the degree they adopt digital.
  14. 14. Consumer eyeballs, ‘likes’ & shares are mapped in real-time analytics.
  15. 15. And inside the agency, a new list of odd roles have become the trend.
  16. 16. Yet amidst the fire & brimstone, several truths have re-emerged:
  17. 17. The consumer is still king.
  18. 18. Communication will always be communication.
  19. 19. The brands we love will remain a big part of our lives.
  20. 20. A creative’s portfolio has to go a lot further than print...
  21. 21. And all the jargon flies right out of the window as soon as you have an idea.
  22. 22. Credits: CC BY icons designed by Diego Naive, Clément Thorez, Ema Dimitrova, Kyle Tezak, Hedie Assadi Joulaee, Elena Canton, Nicolas Molès, Rachel Healey, Juan Pablo Bravo, Jose Manuel Rodriguez, Fernando Vasconcelos, Joe Harrison, Thomas Le Bas, Edward Boatman, Irene Hoffman, Benny Forsberg, Kenneth Von Alt and Julie Reyes Villalta. THE REINVENTION OF THE CREATIVE. THE RENAISSANCE OF THE CONSUMER. Written By Alexander Patterson The Empty Box: alexanderpatterson.tumblr.com Twitter: @alexanderjpatt

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