Laura Fegley recently left her role as executive creative director of BBH NY to take up the same position at Minneapolis agency Colle + McVoy. The Drum asked her a few questions about the move. One question in particular is worthy of further exploration.
What’s the most exciting trend you’re seeing in advertising right now?
Honestly, the most exciting thing to me right now is that advertising doesn’t know what it’s going to be. I think five years ago it was pretty clear, you know, just keep having great ideas and coming up with good work. I think it’s really interesting now, especially as media companies are starting to be creators. It’s really pressing the clients too to start evolving faster and iterating faster, which I think is getting us to cool stuff. I think the rise of digital has gotten everybody comfortable with that idea of like, ‘let’s try stuff, and if doesn’t work, we’ll figure out what worked and what didn’t and we’ll try something new,’ which I think is really exciting for brands and for agencies.
Fegley, a copywriter, is smart to note the moves into marketing being made by media companies. Of course, marketers are also moving into media, establishing their own titles. We’re all in the storytelling business, and we’re all competing for an audience’s attention and devotion.
Fegley is also correct to question where the industry is going.
Where are we going with this thing we call advertising?
Whatever the destination, advertising success is rarely dependent on new distribution channels—it’s 100 percent dependent on our ancient ability to convey meaningful stories. Speaking of conveying meaningful stories, this is something that Colle+McVoy is famous for.
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