How do we evolve from the skip generation?
The advertising industry is stuck in a rut, churning out the same ad formats that have been proven to be ineffective at best, if not just plain old annoying. For all the promise of technology, all what the industry has achieved in the last ten years is to transform excitable friendly audiences into experts in tuning out and skipping past digital noise. In a recent 'best and worse' jobs survey, the Telegraph reported advertisers ranked lower than funeral directors and (gasp!) stockbrokers. The truth is, no one likes ads anymore.
It's chicken poop! With the amount of talent and innovation in the industry we can surely revive and recreate the kind of advertising that captures the imagination, inspires and informs. How can we make better ads?