Part One: How the Marketing Industry is Changing (From a Creative Point of View)

by | Posted January 16th, 2013


We live in a fast paced world. That is a fact. New technologies are coming out and evolving every day. By the time you purchase that new iPad Mini, Apple is already (and most likely already has) created something better, stronger, faster, etc. The same can be said for what is happening in the Marketing world. One of my favorite websites, fastcocreate.com, recently wrote a two part expose on how the marketing industry is predicted to change in 2013 from the different viewpoints of ad “creatives” and ad “strategists.”

In Part One, several top creative marketers predict what might happen in the upcoming year. Justin Cooke, the CMO of Topshop, a popular fashion store based out of London, predicts that there will be large advances in “mobile technology.” This is one example. Others are saying there will be no set “platforms” or rules.

“Nothing is hardened in cement like TV or print was; figuring out how to create and deliver messages now is liquid, constantly evolving as new technologies are introduced. It’s incredibly exciting,” says David Lubars, chairman and chief creative officers of BBDO North America, a prestigious and well-awarded advertising agency.

The article continues to ask what these creatives want to see more of, what they want to see less of, and what they plan on doing in 2013 to adapt to this ever-changing industry. As a Professional Writer, even though I’m not in Marketing, I find I can relate to this article because the industry we want to go into – publishing, graphic and web design, to name a few – is changing and evolving as well while technology advances. And we need to evolve and adapt with it if we are to be competitive in the market.