Quoting from a brilliant article written for Cannes Lions 2011 “Why Ad agencies should act more like tech start ups” :
“The big part of this industry is still relegating technology just as an execution, a production task, and not as a strategic point of view. If we take any cues from thee startups of the last decade, leveraging technology in a simple and creative way will get us closer to capturing the hearts and minds of consumers of the 21st century.”
This cannot more perfectly sum up all we’ve been preaching since the inception of grain&pixel 2007.The first agency who steps up in this direction would no doubt be a formidable force. Sadly so far we’ve seen technology used in a hurried manner and more as a after thought, diluting it’s potential for connecting brand with consumer. We live in a world where almost everyone cannot live without technology in their daily lives, it’s about time advertising play catch up and speak the same language.
Read the rest of the article here.
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