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I thought that was the short game.
Yeah this is what happened in the 2000s. We taught reluctant clients that digital banner ads were the future and that TV spots were old news. Wait, agencies made most of their money from TV spots, not banner ads? And then clients learned how to make their own banner ads. Whoops!
And then we all learned that tv is more important than banner ads for their business
Chief
Spoken like a true creative
I’d say beware shiny new objects and momentary trends. Whether it’s in culture, tech, or something else, that IS the short game — and if you think it’s very predictable, I hope that billion dollar investment in the metaverse paid out as planned.
In 1999, there were going to be agencies that were “all dotcom, all the time.” Few years later, there those specialist Twitter shops. Now, no doubt, it’s AI and it seems like the bigs are all racing pellmell to go from being ad agencies to being tech companies — not seeing how much bigger the sharks are in that part of the pond.
As agencies we have two and only two things going for us: creativity and efficiency. While I don’t question the future is going to involve tech—the track record on how that affects the two main drivers of our value is decidedly mixed.
Rising Star
Yes.
With AI already beginning to thrive and putting jobs in danger, we will all get the short end of the stick, mate.
Define “ adapting to new tech” in this instance.
Legacy business models are one hell of a drug.