The Renaissance Of The Consumer, The Reinvention Of The Creative

THE REINVENTION OF THE CREATIVE.

THE RENAISSANCE

OF THE CONSUMER.

Once,

there was a time when...

Social

was a party.

‘360 ’

referred to sk8boarding.

Impressions

were made face-to-face.

And a few great print campaigns were enough to get you hired justabout anywhere.

But that time has passed.

And a few great print campaigns were enough to get you hired justabout anywhere.

But that time has passed.

Today, the discussion has evolved

past a paradigm shift...

Of greater significance than

the invention of the television…

Engagement

is no longer about finding a partner.

An ecosystem

has no relevance to biology.

Architects

aren’t designing buildings.

And creatives

don’t ‘just’ think of ideas anymore.

For marketers, success is measured

by the degree they adopt digital.

Consumer eyeballs, ‘likes’ & shares

are mapped in real-time analytics.

And inside the agency, a new list

of odd roles have become the trend.

Yet amidst the fire & brimstone,

several truths have re-emerged:

The consumer is still

king.

Communication will always be

communication.

The brands we love

will remain a big part of our lives.

A creative’s portfolio

has to go a lot further than print...

And all the jargon flies right out of the window as soon as you have

an idea.

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 PattersonThe Empty Box: alexanderpatterson.tumblr.comTwitter: @alexanderjpatt