The Challenges For The Advertising Industry In A Digital Age

What are the big challenges for your sector?

Making sure all these talents merge into one. Theres still too much of an emphasis on digital, DM, brand, PR, shopper marketingits how we eventually dont call them by their different names. How it all rolls into one, seamlessly. I still feel like weve got another generation almost before that happens. Agencies over time will hopefully become one. And then the idea will become one, instead of it feeling a bit disjointed and all over the place.

How can agencies embrace digital?

A lot of traditional agencies still think TV is the big idea and I struggle with that. And I think thats what theyve been struggling with. For example, how do we make social media work? A lot of teams will be come up with a Facebook idea, but its not about that. Its about how theres a bigger story to it all.

What trends are you seeing in your sector?

Ive definitely seen a resurrection of experiential and PR. Were seeing a lot more of those kinds of briefs - whether its a paying brief, or something a client wants investigated.

Whats impressed you lately?

The traditional letter has fallen by the wayside with email. Pilot Pens have seen that and have created a really clever website where you can download an alphabet sheet and scan in your own handwriting for sending emails. Its an amazing idea because its taken a business problem and turned it into a positive.

What motivates you?

Fear of being left behind. Working with people who are young enough to be my son or daughter and seeing how quickly they grasp things is a great motivator.

What inspires you?

One of my heroes in this industry is Dave Draeger. He was my boss for a very short time at Saatchi and everything he does, is all about the idea.

What you be doing if you werent doing this?

Id be a taxi driver, chatting to people in the back of my cab.

What made you want to be a creative?

I didnt want to end up in a job that was normal. I wanted to be in town, too. I love central London and this was job that gave me that. It was also a job that was different from my mates.

For more advice on finding a job in advertising, check out the Major Players website at http://www.majorplayers.co.uk/.

by: Charley Caines

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