The Future Is Now

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Lewis Lazare of Chicago Sun-Times asked Dan Fletsam, Energy BBDO’s new chief creative officer some interesting questions recently.
Here’s one:

Q. Do you believe the Web will remain a dominant presence in the advertising business 10 years hence?
A. Absolutely. I have middle- and elementary-school-age children. The role of the Web in their lives is not a topic of discussion, it’s simply oxygen. The bigger question is: How will behavior-based media consumption (engagement vs. eyeballs) affect content development? The future belongs to those who can fuse user participation with their evolving brand narrative, and creatively direct the storytelling.

“The future belongs to those who can fuse user participation with their evolving brand narrative, and creatively direct the storytelling.”
I really ought to put that quote on my business card.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. After working for seven agencies in five states and freelancing for several more, I ventured out on my own in 2009. Today, as head of brand strategy and creative at Bonehook in Portland, Oregon, I'm focused on providing effective integrated marketing solutions to mid-market clients.

Comments

  1. Must admit I had a completely different reaction to that qoute. Was more along the lines of “What the hell does that mean?” Honestly, I’ve read it five times and still don’t know. Is he just saying that online efforts are as important as everything else? (And isn’t that kind of obvious?) Sorry. I’m a writer. Buzzwords make me cranky.

  2. Wade,
    I hear you. I highly doubt that Fletsam spoke those words. Rather, it seems he typed them. Either way though, they are a mouthful, especially at first glance.
    What it means to me is let the customer help tell the brand story.
    He does not say let the customer own or run the brand story, as some have previously suggested with words like, “the brand doesn’t belong to you, it belongs to the consumer.”
    Agencies need to “creatively direct the storytelling.” So, the challenge in this newly democratic media universe is to be a great storyteller, but one who can meaningfully incorporate other voices.

  3. Thanks David. Makes sense to me.