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Tough call. I've been meaning to respond to Jon Howards very brave post about our business' raison d'etre and how the metric for commmunication efficacy is often quite crude. Volumetrics, profits and so forth.

I've held the notion for some time now that I think perhaps the only morally steadfast role for marketing communications to embrace immediately is a degree of propaganda like principles of behavioural facilitation.

That sounds like a lot of pants if seen for the first time, but I've given it some considerable thought over the years including the likely danger that any consumption responsibility bureaucracy is doomed to end in do gooders going overboard, all in the name of responsible consumption.

I'm sure you can imagine a few other danger areas but it's not enough to work at flogging stuff. Not only are we good at it; I'd argue that we've institutionalised it to the point where not buying things and frugal behavour excludes us from some the the badges of social behaviour that help us feel like we're part of the human race.

I'm waffling again but to ignore that marketing communications has been a phenomenal 20th century success is to ignore the logical if not immediate demise that goes hand in hand with that.

It'll be the same as today but with 60 years more talk.

Adland needs to understand the future is not a pre-determined destination, but something you have to make happen and spouting off without consistently doing anything isn't going to make things happen except further undermine the value adland can make on business and - to a certain extent - society.

interesting subject.
For me, advertising will survive (in France more than 33% of the population come out against ads) only if we change at least 2 things :
- communicate less : people are fed up with ads everywhere, annoying them rather than exciting them. We have to come in an era of "slow communication", quality rather than quantity.
- accept that sometimes communication is not efficient (not in short term). We all have followed the request of our clients to be efficient but we have lost the childish part of our job. We have got to link marketing objectives with pure pleasure. We have to be crazy again.

Hi Paul,

First of all, sorry for my english...I'm Spanish ;-)

Advertising, nowdays should mean more "Publicity" than "Advertising", because the new goal of advertising it to become a new.

People are ready to leave when they see on TV "ads time" = Time to do things you were doing of merely time to go to the toilette or to go prepare lunch or dinner...But, when our campaign is a new (it's showed in a "TV news bulletin"), people identify advertising with content, enterntainment or something like this, not with something like "Hey dude, you have to buy, buy, buy". Our campaign will get out of advertising (what's disturbing) to get accepted. Even on internet is the same. Our campaign will be more believable if it's showed in sites like social networks (ej. facebook), Digg, blogs, etc than in a branded sites. Because someone closed from the user has already identified the content as interesting.

Maybe, it's time for PR agency gain the match to advertising agencies...

You're my idol Paul...;-)

Hi to all marketing passionated.

Transmedia storytelling requires design thinking fed by human insight and an appreciation for the discipline that makes all art possible.

Somewhere in all that is a pony.

Brands and products have so many touch points that can be utilized, far more than can be covered in one comment. Personable marketing (tweets, facebook pages, etc.) and marketing in general, product design, positioning, branding - they all work together. Yet with a pinch of innovation we can maximize these touch points. Take Flexa, a typical ol' paint company. Punching the traditional notion of a standard paint can in the face, they created a unique packaging that creates value by becoming functional in the consumer experience. Essentially it converts the typical paint can lid into a full blown paint tray/roller, increasing the functionality of the packaging itself and creating an experience consumers can get excited about and tell their friends. Packaging - another touch point often ignored, but when utilized properly a powerful tool in creating value. A nifty idea, and a benefit to the consumer as well.

Maximizing touch points, whether it be through branding, social media, packaging, product design, marketing or the retail experience will be crucial moving forward. An excellent opportunity exists for marketers today and these touch points would have been a dream years ago. Agencies of yesterday focused on print ads, billboards and magazines. Of course television, the internet and whatever else lies ahead have put this medium on the backseat. Mobile has emerged as a huge trend and will also continue to grow. The evolution of that platform will present a whole new series of touch points for marketing. The convenience factor of creating a useful app such as what Wells Fargo has done on the iPhone is really cool. On the fly transactions and finance management has never been easier. Utilizing these trends and staying proactive instead of reactive will be crucial to marketers moving forward.

Ultimately, 60 years from now, the marketing strategies that will be utilized will be hard to predict. I foresee a more personalized approach to how consumers are marketed toward but that is the thing I see clearly. Perhaps by that time people will be so numb to targeted internet ads and what not that it will not even matter anymore. TV boxes that record what your preferences are and tailor the advertisements to your likes are one possibility. However marketing ultimately has one essential goal, to change people's behaviors and create value for the consumer.

I think you hit it right on the note with your credo - it is about making better products for people and their lives. Pushing products onto generations that will be accustomed to advertising and coincidentally often turned off will not work. Instead using a pull strategy will likely be the successful movement moving forward. Internally your strategy and marketing must be sound. Product design, usability, functionality, branding, positioning, all must be researched, considered and tailored before hitting the outside world. Apple (an overused reference but oh so good at what they do) is a great example. By simplifying the computing experience and simultaneously developing products that work better, are designed well and embrace the notion of usability, the Jobs Juggernaut has launched into brand lore. But they tidied up the house before they started telling guests to come over.

Whatever the case, it is similar to what I tell many of my clients that I work with - by creating value to your consumers and providing valuable and beneficial information you are much more likely to be successful. I recently drove up the traffic and sales of a real estate agent by having them create a blog that cross linked to their website. By using the blog to inform potential home-buyers of the opportunities out there, the tax breaks, tips on maximizing their current homes value, etc., he has created a unique touch point that is informative and beneficial to consumers. However taking risks by being innovative is the necessary sacrifice to get people to engage in the most powerful marketing tool of all, now or 60 years from now, word of mouth marketing.

Hopefully we can discuss more when we meet up.

Exciting thought exercise Paul! And an honor.

I suggest thinking beyond the trajectory of marketing communications, and consider the future of technology, biology, society, governments, globalization, commerce and the natural environment. Advertising and marketing will most likely follow, not lead, these changes.

More than likely the changes in the next 60 years will be as significant as the changes from the ages of Kings and Queens and serfs to this early postmodern age. We could have internet-facilitated direct democracy in 2068. All products and services could be designed and ordered online. Social status could be gained through giving not consuming. Advertising as we know it could be obsolete.

You may want to investigate the work of Ray Kurzweil. He is a futurist who uses technology growth trends to plot future scenarios. He projects that photovoltaic cells will provide electricity that is cheaper than coal by 2020, and he projects computers that have human-like intelligence by 2030. These are mind boggling possibilities.

Good luck on your presentation!

It's very hard for me to think that far out.

I think that Advertising will become as personal as possible. Companies will start to gather even more information about their customers than we ever thought possible. They will use this information to market products to us at precisely the right time.

Example: You car just got a flat tire. You pull over to the side of the road. 30 seconds later, there is message on the screen of of you dashboard that shows you the nearest gas station and auto repair center. There are maps to all the places, phone numbers, and customer reviews. Subtle and helpful. Almost creepy. They'll know what you need almost as soon as you realize it.

It could happen...

Hope your presentation goes well!

The best way to predict 60 years into the future of advertising is to look 120+ years into the past.

In that case, I think advertising will be the exact same as it is today.

Look at the advertising from the 1870s, 1880s, 1890s. It is - in obvious ways - the same as it is today. We are still using the same tactics (celebrity endorsements, problem-solution, money-back guarantees, values-based messaging, 'status through product' pitches, the personal sell, slice of life, call to actions, the evocation of 'social sorting' cues, etc.). After ~140 years, the faces and products in the ads are different, but the tactics and messages are still the same.

Oh and forgot to say:

That's awesome they asked you to present. Hope it goes well!

You've done a brilliant job at defining the problem. The solution isn't as simple to define, though. We've worked hard the last 50 years on making marketing as efficient as production lines... one-to-many messaging and dynamic tools have made us more effective but distanced us from our customers.

So - as we switch from fishing in an ocean to fishing in a million ponds, what do you do to remain efficient and effective? Companies ARE starting to figure this out - they're letting their customers speak FOR them. Find influencers and connectors to get the word out on your product, defend your product from irrational criticism, and grow your authority online.

Until you recruit and enable the voice of your customers, you're going to find yourself working to death and having barely any impact.

Fantastic presentation - thanks for sharing it!

"Creative solutions should be independent of the engagement model". This was my contribution in the intense conversation over at Edward Boches post on agencies (http://bit.ly/4aswBo) I share the same with you

The premise of this thought being that for agencies to survive, they should look at different engagement model catering to different client needs. This one-size-fits-all approach will not work (is not working). Therefore, nothing prevents an agency from engaging with a client using the 'Anomaly' model while dealing with another client in the conventional fee based approach.

Advertising will become about the customer rather than the client and/or the agency. Or it will die.

For sure the mental model and cultural aspects have changed a lot impacting the effectiveness of marketing. However, i got a question. What do you think about this kind of researches measures the impactes of ads?
I mean, the speech declared and conscious by consumers is different from the actual unconscious effects
of the ads.
Wouldn't be important to conduct researches that also measured the quality, quantity and purchase decision of groups are influenced by certain ads compared to the groups without the impact of ads in the same period? Wouldn't be better to realize how the level of detachment and which are more and less
effective? Even to help us prioritize and understand how far we are and how fast we need to go in molding us to the new reality?

Before you can use any program on your mobile device of choice, you'll be subjected to some sort of car commercial or cleaning product. Wait that already has happened. Thanks to the the futurists at Microsoft.


i just know that advertising wont be advertising.
And thats your presentation is really great.

hugs from brazil

Paul, thanks for sharing your presentation and the opportunity to chime in.

I agree completely with all the elements of how you envision marketing/advertising in 60 years. The only thing I have to add is this:

In the spirit of doing things WITH AND FOR PEOPLE, how about using data to offer people help and measure the interaction down to the transaction in a way that shows value to both people and the advertiser?

Right now, we have access to a ton of data. My guess is that in 60 years, it will be even more so. Here is an example of using data to provide a service for people (it’s a crudely shot video about a Castrol Oil billboard ad in London – but you will get the picture):


A camera reads your license number and then the billboard tells you what grade of Castrol Oil you should use on your next oil change!

Extending this to the transaction level would show an marketing/advertising ROI. Imagine if they extend that interaction to conversion by measuring how many of the license numbers read by the billboard ended up at Jiffy Lube the next day?

I’m not sure what you would call this...maybe: “Marketing of the Future is Measured”

Good luck with your presentation! Please tell us how it went.

I thought the presentation looked pretty good myself. I think that a lot of talk in the next 60 years of advertising is just determining how to use all the inevitable technology advances. Advertisers must learn how to incorporate them in their campaign to help influence people.

Congratulations for your work. I have just read it on Slideshare and I honestly think that few quality contributions will significantly improve your presentation.

I will follow your work from now on hopefully adding value in next posts.

Good luck with your presentation and greetings from Spain

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