I read Rory Sutherland’s engaging blog post in Campaign today validating the continuing need for great copy in advertising. The only thing it was missing was a purposeful discussion on the subject within the digital world, so that’s what I’ll attempt here.
In our digital industry, we are seduced by the ever-expanding list of things technology allows us to do, in one click, we have access to tests validating our career choices, apps telling us how to develop our career path and so on and on… With the emergence of technologies, we exist in a wonderland of visual excitement and pioneering knowledge.
It’s a great place to be. Even glancing back for a moment, our industry has been one that has up till now been sustained by audiovisual excitement of subservient poultry, wayward balloons and smartphone apps that really do make it look as if you are drinking that beer. We have been the Willy Wonka to the Cadbury factory of the good old traditional ads.