Advertising 5.0: What's your future??

Most of the traditional advertsing agencies are up for a shock in the near future if they don't change the way they operate. People have been talking about this future change and trying to figure out the reason behind it. Technology, as widely believed, is not the only factor responsible for this change. Our consumer has changed. Our consumer has become more non-cooperative. Days are gone when creating a micro-site supported by judicious media planning could do the trick for the brands.

Today, it is important to study our consumer in detail. The study of human and human nature by the advertisers is essential if they wish to command respect from their clients. The future of advertising will see a seismic shift in the role of advertising agencies.

The Advertising 5.0 agencies of the future would either be the creator of the ideas ( C-agencies) or the placer of those ideas (P-agencies). These C agencies will solve problems and create ideas that grow brands. The rest of the agencies will have to settle as the placers of communications.

The C agencies will require account strategists who have enough creative and intellectual bandwidth to design complex campaigns for the clients. These account strategists will work in tandem with their P agency counterparts and will bring life to these ideas through multiple channels.

The paramount question for all of us should be, How many C-agency ideators do we have right now in our ranks? If we don't have few, then we are up for a rude shock in the future.

The 'Bindaas' Search!!!

I 'm loving it... The coming days in the digital space would be full of action and most importantly take digital innovation to a completely new level. Imagine a search engine that combines Yahoo and Google search together, displays alexa ranking and categorizes it based on Tech Cruch posts, Web screeshot views, simple text views, Timeline views, site information view, video x3 view, 3 D photo cloud view and so on. Yes.... the new search engine viewzi does it all.

Viewzi offers a very interactive, innovative way of exploring internet which takes the entire search experience to the next level. The insight behind this new offering is simple - one size can't fit all. The vast information on the internet can't be presented in a boring text format, the way google and Yahoo do.

Try this new search engine, you need to see it to believe it.

Finally, KILB stops teasing!

K.I.L.B : Kill interest, loose (eye) balls
- My colleague

O My God.... somebody please help these innocent clients. Somebody explain me the logic behind this. Mr. client, if you have excess money, give it to me but please don’t waste it like this.

I am talking about the new Aegon Religare Life Insurance campaign titled K.I.L.B (it was meant to be a teaser but turned out to be big dud). Why Mr. Client? Why? How could you approve such a disasterous execution. Ideally, a teaser campaign increases the curiosity levels of the people and when the teaser ends, it gives a 'wow' feeling. Alas! it gave me 'What the hell' feeling.

'kam insurance lene ki bimaari' aka K.I.L.B- sucks. Another culprit in the entire story is our very own Mr.Irrfan khan. Mr Khan, please stop playing yourself again and again. We have seen enough of you in Vodafone ads. Remember what happened to Nana Patekar.

Mr. Client, next time when you try a teaser, please come to Tribal DDB India. I assure you double impact in half the budget ,and Mr. Advertiser, start looking for fresh talent.