Creative Social Talk on the Future of Advertising. Feb 2011.

1. The Future
of The Future.
@sandoz
#futureofadvertising

2. WTF is Foolscap?
(1985 or 1479)
Hookes Law (1660)
As the extension, so the
force.
Flux Capacitor
The extension of a spring is in direct proportion with the load applied to it.
Many materials obey this law as long as the load does not exceed the material's
elastic limit.

3. Mechanical Tabulator
Herman Hollerith
This introduction of technology reduced the time taken to tabulate the
census from eight years for the 1880 census to one year for the 1890
census
In 1911 Computing Tabulating Recoding Corporation, renamed
International Business Machines Corporation in 1924.

4. Moore’s Law.
1965.
The number of transistors that can be placed inexpensively on an
integrated circuit has doubled approximately every two years.

5. Coughlin’s Law
1988.
Bury the dead,
they stink up the place.

6. I have it on good authority, no.
Is our future obsession a
new thing?
HHCL once hired a futurologist. A week later
another agency announced that they'd hired a
junior planner "and futurologist"
“Advertising has always been obsessed with the new new. Then we buy
the new and claim all the credit”
Is our future obsession
a good thing?
“i think a focus on the future is great. Better to
rush into the new and embrace it with both arms most of the time the stuff that's new turns out to
be good.”
“This obsession with the future is eroding the industry's confidence.
Instead of just getting on with doing what it does best, it's obsessing about
what it should be doing to keep up.”
Head of Cyberspace

7. Vern & Ray predict an
intelligence explosion
- Superintelligence
Raymond Kurzweil
Vernor Vinge
2045

8. 2045 is 35 years
away!
I’ll will be 72.
That’s OK.
72’s still young.
Aubrey de Grey
Methuselah Mouse Prize
Strategies for Engineered Negligible Senescence (SENS)

9. + i’ll probably be part
robot.
Man has chip implanted in eye.
03/11/10
Or living a
second life.

10. Positive Feedback
Loop:
1. Humans teach
computers.
2. Computers teach
themselves.
3. Humans are fucked...
In fact you kinda already are
a sensor.

11. superhuman intelligence
would represent a breakdown
in the ability of humans to
model the future thereafter.
There will be no distinction,
post-singularity, between
human and machine.
Raymond Kurzweil
2045
THE SINGULARITY
Vernor Vinge

12. So...
The prediction for the future of the
future is that the humans made the robots
so smart that robots could make themselves
even smarter and the humans could no
longer predict what the robots will do in the
future future future.

13. Meanwhile...
If, we are becoming robots.
We’ll behave like robots. Logical.
efficiency, live data
analysis, metering.
est. 1980s
Go Dad :)
PS. It is illogical for brand
communications to remain
interruptive.

14. Knowledge. Audience insight.
Work that is proven to actually work.
This future will create better
businesses/brands.
Better understanding of what success is.
Better use of time. Less waste.
Better quality. Less product.
Better services. Social responsibility.

15. Smarter Business.
better insight,
improved efficiency,
more time.
Is there a role in the
middle for an
Advertising Agency?
Engage Customers.
Connected networks,
digital platforms,
engaged society.

16. Everything changes
and nothing changes.
Jim Thornton.
“a horse smoking a
pipe will always be
funny.”
Mark Waites

17. In the face of a
SINGULARITY
All we have left is our
creativity.