We are in the business of selling, but most importantly getting results.
The hardest task that has risen since the age of social media is convincing clients that the things we create don’t need to overtly sell their product or service anymore.

We’re transitioning and becoming more like merchants of culture, guiding a brand and their message through a world of infinite content and clutter. Granted we are also responsible for adding to this clutter, but that’s just the reality of the world we live in. Our primary job and responsibility is to recognize those places in culture where a brand can breakthrough and be heard.

There’s something really incredible about providing utility, generosity, or value to a consumer’s life. It certainly opens up the playbook and the possibilities of how a brand can speak and connect with an audience.

Now that brands have embraced Social Media it’s allowed the message and their beliefs to connect directly with consumers building relationships in ways that are as complex as the people they are talking to.

This is the new imperative and where the money is moving in our industry, as brands hand off their online presence and let us determine the best paths and creative directions a brand should take.

This new era of advertising is hard to grasp if you hold onto the rules and traditions of our industries past. Much like the Music Industry whose dinosaur methods have led to its decline; our industry must forge ahead and figure out what this all means.

Are the creative conversations to a constantly moving target the new metric for which agencies will be judged? Is determining a brands voice and beliefs and how it interacts in a smart shifting culture the future of advertising? Probably, but what’s certain is that consumers will expect their brands to do anything other than try and sell them something.