Advertising is Dead!

Think Again! [In My Opinion]

When I stepped into the advertising world, it was the tail end of some fantastic energy in the Malaysian advertising scene.

It was a time when storytelling was the northern star of what advertising people do, even for taboo industries like tobacco - where we were transitioning from branded to unbranded tobacco advertising, moving into the grey area. Now, we see dark market advertising in most parts of the world.

Today, evolution continues to challenge - technology has put the industry’s need to evolve into hyperdrive.

We see processes being obliterated by speed, creative briefs turning into thrash, generative AI unleashed with an aggressive promise to democratise the creative industry, influencers sprouting everywhere, and social platforms driving human connections down the drains.

But it has also been a period in which we have seen giant global players merge for the sake of financial stability (yea, yea you could say it is about bringing together key capabilities, but let’s be honest, this isn’t the one and only reason) and the birth of many, and I mean many, smaller boutique shops all around the globe.??

So when one of my team members asked, “Is Advertising a Sunset Industry?” I had to say my peace; here is how I would break it down.

The Evolution of Advertising

Advertising has seen a significant transformation over the decades. From the days of print and broadcast media to the rise of digital advertising, the industry has continuously adapted to new technologies and consumer behaviours.

The digital revolution brought search engine marketing, social media advertising, and data analytics to more precisely target audiences. Today, we’re witnessing the integration of AI and machine learning, which is set to further revolutionise personalised marketing and real-time ad targeting.

Change is inevitable; it has happened before us and will continue to happen after us, so understand it, embrace it, and then own it.

Pushing Ideas and Overcoming Challenges

The future of advertising hinges on the collective effort to push the boundaries of creativity and technology. As professionals in the field, we are responsible for innovating and thinking through the challenges.

It is crucial to embrace new trends like influencer marketing, experiential marketing, and the growing importance of video content on social platforms.

So, innovating and navigating challenges has been the industry’s bedrock since the 16th and 17th centuries, so it is not new. What is the difference? The channels, platforms, and vehicles through which we deliver stories.

The Evolution of the Consumer

Consumers have also evolved dramatically. Today’s consumers are more informed, exposed, and demanding than ever before. With easy access to information and a plethora of choices, they expect brands to engage with them on a deeper level. Some even go as far as saying that consumers dictate what a brand means to the world (to which I disagree entirely. Like all advertising, our job is to sell ice to an Eskimo, but even Eskimos choose the parka design, so we never going to meet everyone’s needs).

However, one thing for sure is that they value authenticity, transparency, and personalised experiences. This shift necessitates that advertisers reach their audience and resonate with them, fostering genuine connections and trust.

The Role of Brave Clients

Discussions about the vitality of the advertising industry would be incomplete without acknowledging the clients who trust us and giving us the freedom to push creative boundaries.

These clients are the unsung heroes who allow agencies to explore innovative ideas and take calculated risks. Their willingness to collaborate and experiment drives groundbreaking campaigns and industry advancements.

Conclusion

So, is advertising a sunset industry? Absolutely not. It’s an industry evolving and thriving on the backs of those willing to innovate and adapt. From the creatives dreaming up the next big idea to the clients who believe in bold strategies, advertising is very much alive and kicking.

The future of advertising is bright for those willing to push boundaries, learn continuously, and embrace change. Inspired by recent work at Cannes, we see that creativity and innovation are thriving. Recognising and overcoming challenges is essential.

For those still passionate about advertising, pushing boundaries, leveraging new technologies, and embracing bold ideas supported by brave clients will ensure the industry remains dynamic and influential.