Almost every facet of the advertising industry is in upheaval, leading marketers to agree on one thing, if nothing else—that five years down the road, the landscape for them is going to look vastly different than it does today.
And, rather than dwelling on everything that could go wrong as the industry evolves, most who attended the 4A’s Accelerate conference in Miami this past week looked to the future through rose-tinted glasses—predicting, for example, that diversity will take hold at last and clients and their agency partners will finally resolve their various relationship issues.
Anomaly group strategy director Laura Rowan, for example, said she sees “the abuse of power” within agency culture dissolving.
“I really hope that we’re still not talking about diversity being underrepresented,” Rowan noted. “There’s actual pockets [of the industry] where there’s behavior that just isn’t equal or fair to certain groups of people.”
Here’s what some of advertising’s other brightest minds predict will be the biggest changes to the industry five years from now.
Debbie Reiner, CEO, Grey NY
I hope we won’t be talking about the future of client-agency partnerships and whether partnership will exist in the future. Will clients and agencies have an ongoing relationship? Will that AOR relationship continue to be important? I hope in five years we will have worked through that.
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