Nowadays, it is no surprise that anyone and everyone has an opinion on advertising. From the look and feel of a TV commercial to the choice of words used in a newspaper advertisement, nothing seems to escape from the critical eyes of the new age consumer.
The old tricks of the trade are no longer relevant. Despite the trend for complex, thought-provoking ideas, the whole industry is in fact scrambling to find a simple yet creative answer that will reach out to the public.
The act of capturing attention has become so much more competitive. Everyone is asking for their long overdue 15 minutes of fame, including the consumers. They want their voice to be heard; to have a say in everything because keeping quiet does not justify their rights. Perhaps, it is time we really listened.
Now more than ever, advertising agencies need to innovate or we will entirely evaporate from this industry. Risks are aplenty, but we must choose wisely. We must be different not just for the sake of being different.
Change is inevitable. But instead of waiting around for it, we should instigate change. We no longer have to blindly follow, because we have the power to create.
