Looking Forward: Trends for 2005

Time for a little “audience participation” segment while David is on the road (and perhaps to silence the naysayers who wonder what I actually do as ‘Publisher’ – see, I’m doin’ somethin’).
Anyway, it seems the majority of our audience is involved in the ad industry in some aspect. The question to you; What do you see shaping up in the ad/marketing industry over the coming year? We are looking for all things related to our industry whether it be interactive, traditional print, self promotion or even changes to other industries which may effect what you do.
Drop your viewpoints in the Comments and frame it with general respect to your position if you desire (agency-creative, agency-account management, client-side, etc).
If you want to moderately protect your privacy, drop your comments directly to me via email (shartley -at- gmail -dot- com) and I’ll periodically add your anonymized comments to the conversation.
Fire away.

About Shawn Hartley

Creative technologist by day. VP at Corporate 3 Design in Omaha. Proud father and husband.


  1. Creativity will shape the industry, and always has, regardless of whatever the newest phoenix turns out to be. Unfortunately, in today’s communications world, creativity is a word that is often used but rarely practiced. Until that changes, nothing else wil either, other than in technology and ways to annoy the customer. You heard it here first.

  2. Imbedded advertising will come into its own ( and may become a buzzword). This will go far beyond product placement in movies and will be the indirect support and beneficiary of “information” – such as web resources, education.
    Traditional advertising will continue to require a higher and higher entertainment value.
    Just a guess, mind.

  3. Hey guys. We recently posted a few 2005 trends to our blog (PSFK). Check em out:
    iPod iHalo
    Wireless Nation
    The Death of Trend Forecasting
    And a few more here
    Cheers, PF

  4. Clyde:
    What is your work environment? Big Agency, small agency? Studio? Seems to me that creativity as a word is still practiced, the execution just differs based on who/what/where you are.
    Like your thoughts. Who do you envision as championing this process? Has traditional advertising lost its way and become just another boardroom oneupsmanship?

  5. Hi Shawn, Thanks,
    Ad spending is up in North America, PR firms in my city are busy, and people are still buying dreck from Wal Mart in record numbers without reflecting too much on the value proposition of Tide detergent. So I guess the old direct-hypnosis technique of advertising will always have its place. I think that although indirect, imbedded advertising is on the way in though, as people have more power over turning off direct messaging.
    I don

  6. I’ve worked at huge agencies (Burnett, JWT, Saatchi & Saatchi) and small agencies (Cargill, Wilson & Acree, McDonald & Little, etc) across the country over thirty years and won my share of accolades on the national and international front, including being named the best television art director in the Southeast by ADWEEK, among others, so I am basing my opinion on fact. The only thing similar about the “creativity” practiced today versus in decades past is that there is far less of it. In the main, it has become sophomoric (the perfect example are fart jokes-i.e. Budweiser) and inane. Intelligence doesn’t seem to be a prized option. If you want to compare creativity, just check out NY AD Annuals from the last two decades. The proof is on the pages. And on television today.

  7. As a promotions copywriter, I know promotions are often the stepchild of advertising and even interactive.
    But with CPB, Arnold and others moving into the arena, I think the below the line world will be shaken up this year (and in the future). The creativity will improve and the old block&tackle promotions shops will feel the pressure with just a few being able to stay ahead of the wave.
    I also think there will be a return to the rational sale. I think Dyson is a great example. Maybe it was too many pop busisness books or MBA classes, but “emotional” benefits and appeals have been used to try to push everything and very hamfisted ways.
    I think–and hope–the trend will be to realizing the key is using the right rational facts and the right tone to elicit the emotional response. Not trying to force it down consumer’s throats.

  8. Below-the-line has been where all the action is for some time. Crispin and Wieden and some other notable above-the-line shops have moved into this area because they had to in order to compete, and to keep the money coming in.
    The good news is they are using their considerable creative resources to vastly improve the quality of below-the-line marketing.