TelevisionAdvertising v change
New Language for the New Medium of TV > Sections > Advertising v change
In this blue paper section agents for change share their perspectives on the contemporary television landscape, and outline the impact the new television medium has had on their individual business practices and ways of working.
David Pattison advises that just as the consumers and technology are changing the clients’ world is also changing and along with it their perception of agency jobs. As a result, the agency community must now change too. Rory Sutherland adds that any discussion of innovation in the relationship between advertising and television must be tempered by the knowledge that we must break the stalemate that exists between the various stakeholders and vested interests and experiment. Helen Calcraft warns that the advertising industry must rethink the dominant industry benchmark by which we judge our creative metal and our peers – top prize television commercials - as this approach overlooks 95 per cent of advertisers and the changes taking place in the world of TV. Malcolm Poynton agrees that the whole advertising business model must be re-thought to find new ways to produce advertising more cost-effectively and so make it cheaper and more effective for advertisers to use more focused channels. Finally, Nick Hurrell tells how a few years ago his agency was best known for making glossy, clever ads shot on film, and explains why in the last couple of years the output of such ads has halved though the agency has stayed the same size.
David Pattison advises that just as the consumers and technology are changing the clients’ world is also changing and along with it their perception of agency jobs. As a result, the agency community must now change too. Rory Sutherland adds that any discussion of innovation in the relationship between advertising and television must be tempered by the knowledge that we must break the stalemate that exists between the various stakeholders and vested interests and experiment. Helen Calcraft warns that the advertising industry must rethink the dominant industry benchmark by which we judge our creative metal and our peers – top prize television commercials - as this approach overlooks 95 per cent of advertisers and the changes taking place in the world of TV. Malcolm Poynton agrees that the whole advertising business model must be re-thought to find new ways to produce advertising more cost-effectively and so make it cheaper and more effective for advertisers to use more focused channels. Finally, Nick Hurrell tells how a few years ago his agency was best known for making glossy, clever ads shot on film, and explains why in the last couple of years the output of such ads has halved though the agency has stayed the same size.
The Essays
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Nick Hurrell Communicopia |
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Malcolm Poynton Technology need not be the enemy |
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Rory Sutherland A time to be bold |
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Helen Calcraft Falling through the cracks |
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David Pattison New games, new players |