Six trends that will affect the future of advertising, ad agencies and marketers.

1. Staying ahead
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3. In transformative markets
incumbents rarely survive.
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4. Marketers will become less dependent on
advertising and messages.
from social innovation to leveraging the network effect
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5. Brands will focus on more ways to be
interesting, relevant and useful.
from tools and tactics to platforms
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6. The future of narratives will be
networked storytelling.
How the digital generation is remaking Hollywood.
Madison Avenue, and the way we tell stories.
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7. Real time will become the new ordinary.
source: PSFK
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8. A generation of talent with different expectations.
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9. We have lots of new competitors.
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10. The new skills that agencies will need:
design thinking t-shaped talent modern collaboration #buildshit
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11. Incremental improvement
better digital strategy (able to inform what we build/why)
deeper digital talent (creative, conceptual, tech-savvy)
more t-shaped people (broader perspective)
faster adoption of new approaches and technologies
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12. Obstacles to innovation
Short term mindset
Focus on existing clients
Obsession with rivals and other agencies (vs new competitors)
Leverage existing competencies rather than develop new ones
Friday, February 18, 2011

13. Obstacles to innovation
Short term mindset
Focus on existing clients
Obsession with rivals and other agencies (vs new competitors)
Leverage existing competencies rather than develop new ones
Friday, February 18, 2011

14. Obstacles to innovation
Short term mindset
Focus on existing clients
Obsession with rivals and other agencies (vs new competitors)
Leverage existing competencies rather than develop new ones
Friday, February 18, 2011

15. Obstacles to innovation
Short term mindset
Focus on existing clients
Obsession with rivals and other agencies (vs new competitors)
Leverage existing competencies rather than develop new ones
Friday, February 18, 2011

16. Obstacles to innovation
Short term mindset
Focus on existing clients
Obsession with rivals and other agencies (vs new competitors)
Leverage existing competencies rather than develop new ones
Friday, February 18, 2011

17. A path to innovation
box 1 box 2 box 3
manage the present forget the past invent the future
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18. avoid linear thinking
competitive advantage seed new company
proof of innovation insurance for future
box 3
buzz and attention new learning
career opportunities new offering to clients
recruitment leverage
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