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From Innovationclass
Welcome to the Innovation Wiki at University of Colorado
This wiki explores innovation in general and innovation in advertising and media in particular. One of the basic questions that we ask is about advertising and, if it is supposed to be so innovative, then who and where are the innovative advertising agencies? This is the question that ADFREAK asks after looking at the list of the world's 50 most innovative companies: "Where are all the innovative ad agencies?" ( http://adweek.blogs.com/adfreak/2008/02/where-are-all-t.html) Actually, two made the list(http://www.mediabistro.com/agencyspy/anomaly/anomaly_is_24_akqa_is_48_77721.asp). But where are Crispin and or Goodby, you might ask? And that leads to questions about the criteria for selection to the list. Is the list flawed or do agencies need to change? And how would they change and why?
Consider Wexley School for Girls (http://www.wexley.com/) and their concept of relish, which is another way of describing guerilla marketing, branded content, brnaded entertainment, non-traditional advertising, experimental marketing, experiential marketing, mobile content.... All of which brings us to the future of advertising, what it will be where, we will see it, how we will see it, and what it might be trying to do relative to brands. What we do know is that commercial messaging has developed far beyond what now seems to be overly simple dramatized arguments that tout benefits and features.
Who will do the advertising of the future and how will this advertising differ from the past? How will it differ organizationally and executionally? St Lukes, for example, was formed through a revolution of sorts, and is based on a gospel of total ethics and common ownership––a story that is detailed in Fast Company (http://www.fastcompany.com/magazine/06/stlukes.html). St Lukes evolved from Chiat/Day which was one of the first agencies to attempt to abolish hierarchical decision making structures and executed breakthrough work, such as Apple's 1984 ad that redefined how we viewed the Super Bowl. (http://www.youtube.com/watch?v=R706isyDrqI)
One approach to a consideration of the future of advertising is technology and what it now makes possible, particularly in regard to data collection and media. Articles of this sort on the future of advertising are not difficult to come by: (http://www.inc.com/magazine/20050801/future-of-advertising.html), http://www.clickz.com/showPage.html?page=3624716. As the Economist points out: "The advertising industry is passing through one of the most disorienting periods in its history. This is due to a combination of long-term changes, such as the growing diversity of media, and the arrival of new technologies, notably the internet. Consumers have become better informed than ever before, with the result that some of the traditional methods of advertising and marketing simply no longer work." (http://www.economist.com/business/displaystory.cfm?story_id=2787854)
What then will work and how will it be conceived and executed and by whom? These questions are fundamental to what we are doing here and what nontraditional agencies are trying to do to reinvent advertising. For discussion of the future of advertising, see the following links: http://www.mediabistro.com/agencyspy/anomaly/anomaly_is_24_akqa_is_48_77721.asp
Here are the agencies we started discussing in class:
R/GA
Big Spaceship
Strawberry Frog
Hill|Holliday
St. Luke's
Droga5
Digitas
Schematic
iCrossing
Deep Focus
AKQA
Mother
Tribal DDB
M!
Goodby, Silverstein & Partners
The Barbarian Group
TAXI
Avenue A | Razorfish
http://www.modernista.com/6/index.html
timeline manifesto
