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THE REINVENTION OF THE CREATIVE. THE RENAISSANCE OF THE CONSUMER.

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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Page 1: The Renaissance Of The Consumer, The Reinvention Of The Creative

THE REINVENTION OF THE CREATIVE.

THE RENAISSANCE

OF THE CONSUMER.

Page 2: The Renaissance Of The Consumer, The Reinvention Of The Creative

Once,

there was a time when...

Page 3: The Renaissance Of The Consumer, The Reinvention Of The Creative

Social

was a party.

Page 4: The Renaissance Of The Consumer, The Reinvention Of The Creative

‘360 ’

referred to sk8boarding.

Page 5: The Renaissance Of The Consumer, The Reinvention Of The Creative

Impressions

were made face-to-face.

Page 6: The Renaissance Of The Consumer, The Reinvention Of The Creative

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

But that time has passed.

Page 7: The Renaissance Of The Consumer, The Reinvention Of The Creative

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...

Page 8: The Renaissance Of The Consumer, The Reinvention Of The Creative

Of greater significance than

the invention of the television…

Page 9: The Renaissance Of The Consumer, The Reinvention Of The Creative

Engagement

is no longer about finding a partner.

Page 10: The Renaissance Of The Consumer, The Reinvention Of The Creative

An ecosystem

has no relevance to biology.

Page 11: The Renaissance Of The Consumer, The Reinvention Of The Creative

Architects

aren’t designing buildings.

Page 12: The Renaissance Of The Consumer, The Reinvention Of The Creative

And creatives

don’t ‘just’ think of ideas anymore.

Page 13: The Renaissance Of The Consumer, The Reinvention Of The Creative

For marketers, success is measured

by the degree they adopt digital.

Page 14: The Renaissance Of The Consumer, The Reinvention Of The Creative

Consumer eyeballs, ‘likes’ & shares

are mapped in real-time analytics.

Page 15: The Renaissance Of The Consumer, The Reinvention Of The Creative

And inside the agency, a new list

of odd roles have become the trend.

Page 16: The Renaissance Of The Consumer, The Reinvention Of The Creative

Yet amidst the fire & brimstone,

several truths have re-emerged:

Page 17: The Renaissance Of The Consumer, The Reinvention Of The Creative

The consumer is still

king.

Page 18: The Renaissance Of The Consumer, The Reinvention Of The Creative

Communication will always be

communication.

Page 19: The Renaissance Of The Consumer, The Reinvention Of The Creative

The brands we love

will remain a big part of our lives.

Page 20: The Renaissance Of The Consumer, The Reinvention Of The Creative

A creative’s portfolio

has to go a lot further than print...

Page 21: The Renaissance Of The Consumer, The Reinvention Of The Creative

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

an idea.

Page 22: The Renaissance Of The Consumer, The Reinvention Of The Creative

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