The Future
of The Future.
@sandoz

#futureofadvertising
WTF is Foolscap?
(1985 or 1479)

Hookes Law (1660)
As the extension, so the
force.

Flux Capacitor

The extension of a spr...
Mechanical Tabulator

Herman Hollerith

This introduction of technology reduced the time taken to tabulate the
census from...
Moore’s Law.
1965.

The number of transistors that can be placed inexpensively on an
integrated circuit has doubled approx...
Coughlin’s Law
1988.

Bury the dead,
they stink up the place.
I have it on good authority, no.
Is our future obsession a
new thing?

HHCL once hired a futurologist. A week later
anothe...
Vern & Ray predict an
intelligence explosion
- Superintelligence

Raymond Kurzweil

Vernor Vinge

2045
2045 is 35 years
away!
I’ll will be 72.

That’s OK.
72’s still young.

Aubrey de Grey

Methuselah Mouse Prize
Strategies f...
+ i’ll probably be part
robot.

Man has chip implanted in eye.
03/11/10

Or living a
second life.
Positive Feedback
Loop:
1. Humans teach
computers.
2. Computers teach
themselves.
3. Humans are fucked...

In fact you kin...
superhuman intelligence
would represent a breakdown
in the ability of humans to
model the future thereafter.

There will b...
So...

The prediction for the future of the
future is that the humans made the robots
so smart that robots could make them...
Meanwhile...

If, we are becoming robots.
We’ll behave like robots. Logical.
efficiency, live data
analysis, metering.

es...
Knowledge. Audience insight.
Work that is proven to actually work.

This future will create better
businesses/brands.
Bett...
Smarter Business.
better insight,
improved efficiency,
more time.

Is there a role in the
middle for an
Advertising Agency...
Everything changes
and nothing changes.
Jim Thornton.

“a horse smoking a
pipe will always be
funny.”
Mark Waites
In the face of a
SINGULARITY

All we have left is our
creativity.
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The Future Of The Future

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

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The Future Of The Future

  1. 1. The Future of The Future. @sandoz #futureofadvertising
  2. 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. 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. 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. 5. Coughlin’s Law 1988. Bury the dead, they stink up the place.
  6. 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. 7. Vern & Ray predict an intelligence explosion - Superintelligence Raymond Kurzweil Vernor Vinge 2045
  8. 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. 9. + i’ll probably be part robot. Man has chip implanted in eye. 03/11/10 Or living a second life.
  10. 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. 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. 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. 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. 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. 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. 16. Everything changes and nothing changes. Jim Thornton. “a horse smoking a pipe will always be funny.” Mark Waites
  17. 17. In the face of a SINGULARITY All we have left is our creativity.

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