The evolution of branding and advertising
By Rob Woyzbun
Marketers and their agencies need to shift from “cool tools” and “campaigns” towards an integrated design-thinking approach to products and services — it’s not about social media anymore, it’s about social business. And marketing basics!
I recently attended ICA Canada’s (Institute of Communication Agencies) annual Future Flash conference. Future Flash is a members-only event featuring some of the most innovative minds and companies in the global advertising, brand and communications industry. ICA members include most of the global ad giants as well as many independent Canadian companies, ranging from media planning companies, digital agencies and PR companies to full-service ad agencies.
The title of this year’s conference was Innovation, Brands and the Human Experience with speakers representing Canada, U.K., South Africa and the U.S.
The underlying theme for the conference was nicely captured by this snippet from the promo materials: “Too much technology, not enough value or relevance for consumers…”
