Marketing Is In The Hands Of A New ‘Creative Class’

Marketing Is In The Hands Of A New ‘Creative Class’
SHARE
THIS



The internet has seen the emergence of a new creative class and the impact on the marketing industry is yet to be seen.

Rob Norman, global chief digital officer for GroupM, shared his view on the past year as well as forecasts for 2015 at the This Year Next Year presentation hosted by the Interactive Advertising Bureau (IAB) in Sydney.

“If you’re in the media business as either a publisher, a buyer of media, a seller of media or a client, recognising that creative class is important,” said Norman.

He reckons this “maker culture” has changed the game significantly and the final outcome of this new breed is yet to be seen.

“All of the barriers to entry that were set up buy the capital heavy infrastructure companies – whether they are magazine companies or television companies – have really fallen down. The self publishing and self servicing infrastructure is enormous and it’s our view that this world of self publishing is a sustainable and a global trend and one that brand owners need to embrace. Publishers need to embrace it. The democratisation of content creation and publishing is key.”

“It’s our view that the current world of self publishing is a sustainable one.”

“What it’s allowed for is the emergence and the public distribution of human ingenuity.”

Norman cited Vine, YouTube and 3D printing as examples of how people have learned to “hack” things and “prototype their own visions”.

“A new cultural elite has emerged. There’s this whole notion of geeks and ‘code-cool’. It used to be about sporting jocks and people in literature and film but there is now something inherently cool about people that can code,” he said.

The digital boss, who is currently based in New York, has been presenting This Year Next Year since 2007. He says his final presentation will likely coincide with the forecast death of his job title, chief digital officer, which he predicted in a piece for the Times of India. That will be around 2016.

“Today’s customers are not the same as yesterday’s,” said Norman who has retired his presentations about what the world will look like in 2015 in favour of focusing on 2020.

“Anyone who turns 20 in 2020, they would have lived their entire life in a world that is predominately urban, not predominately rural. That will apply to China and India,” said Norman. “They would have had some kind of broadband since their first day at school, which would mean they would have assumed it was totally normal to get whatever they are looking for online. It stopped being the choice of the provider of content and started becoming an obligation to allow them to be an omni-channel reader or consumer of products. They would have used a tablet before they turned 10, they would have used Facebook and Instagram before they turned 10. Most likely they’ll never spent their own money on a newspaper. They almost never bought a CD, DVD or an encyclopedia.”

This generation, Norman points out, will have never known a world that wasn’t “on demand” as they treat data and bandwidth like a “human right, like water is now”.

And that’s not the only changes media organisations need to prepare for when this generation comes of age. Norman says forget sports and soap stars, the kids don’t believe in the same influencers as the Baby Boomers and Gen X.

Norman points to YouTube’s most subscribed star PewDiePie as an influencer calling the shots. The short form media revolution is not a fad.

“What’s happening is millennials and the generation that follow them are attaching themselves and attaching their influence to people who they much more see as members of their peer group and do things that they believe, in one way or another, they could do themselves. Which of course they never really did with football players and popstars and so forth in earlier generations,” said Norman.

While he says data will be more important than ever in this new world, Norman was also keen to point out it isn’t something all brands should be considering.

“Data is a huge world for us now. The transformation of the industry from a faith based to a data driven market in the last 24 months is incredible. There are aspects in which it has gone too far. It’s important that we retain some sense of context about that and understand that there is a hierarchy of advertisers to who data is more valuable than others.”

“Data is at its most valuable when it opens up new revenue opportunities, when it opens up new segmentation opportunities. A lot of people have taken this general view that somehow programmatic is the new everything.”

“There’s going to be a number of advertisers in the packaged goods area that actually discover after some flirtation  or another that the costs of tech, the costs of people to operate that tech the costs of data the cost of analytics and so force is going to add so much to the underlying cost of the inventory that they would be better off buying on a contextual basis in the first place.”

Latest News

Women In Media Profile: Lisa Sheehan
  • Media

Women In Media Profile: Lisa Sheehan

The delightful Lisa Sheehan straps into B&T's "cage of truth" we actually prefer to call our Women in Media profiles.

by B&T Magazine

B&T Magazine
Havas Secures Exclusive ‘Fight Of Champions’ Broadcast Rights With Foxtel For Australia & NZ
  • Media

Havas Secures Exclusive ‘Fight Of Champions’ Broadcast Rights With Foxtel For Australia & NZ

Havas Sports & Entertainment ANZ, a division of the broader global full-service agency Havas, has confirmed an exclusive deal with Foxtel to showcase the World Boxing Association (WBA) Welterweight Championship across the trans-Tasman. Billed as the ‘Fight of Champions’, Manny Pacquiao and Lucas Matthysse will square off for the WBA Welterweight belt this Sunday. Havas […]

The Question On Everybody’s Lips At Cannes: How Did Tesco Win The Grand Prix Media Lion?
  • Media
  • Opinion

The Question On Everybody’s Lips At Cannes: How Did Tesco Win The Grand Prix Media Lion?

In this guest post, PHD’s Chloe Hooper (pictured below) analyses the campaign that claimed top honours in the Media category at Cannes this year. I sat in the auditorium as the Cannes Media Lion winners for 2018 were awarded. One thing became instantly clear to me: it is all about taking home Gold or the Grand Prix. […]

Opinion

by B&T Magazine

B&T Magazine
MINI Australia Showcases New ‘Connected’ Vehicles Via Vizeum & Posterscope
  • Advertising
  • Campaigns

MINI Australia Showcases New ‘Connected’ Vehicles Via Vizeum & Posterscope

An integrated campaign by Vizeum Melbourne for MINI Australia’s new ‘Connected’ vehicles will see digital out-of-home (DOOH) served via Posterscope’s Liveposter platform. Delivered centrally, the campaign will showcase the flexible qualities DOOH provides via multiple creatives targeted with specific data overlays such as location, traffic, time of day, and weather triggers such as rain. The […]

Sportsbet Spoofs The World Cup’s VAR In Witty New Spot
  • Campaigns

Sportsbet Spoofs The World Cup’s VAR In Witty New Spot

Those scallywags over at Sportsbet have released a new social media campaign, this time having a dig at the World Cup’s controversial Video Assistant Referee (VAR) system. The ad imagines VAR as a bloke at a couple’s engagement party, forced to tell the truth on awkward moments. It’s the work of Sportsbet’s own in-house creative team and, like many of the brand’s […]

by B&T Magazine

B&T Magazine
Storyation Finalist For Global Content Marketing Agency Of The Year
  • Marketing

Storyation Finalist For Global Content Marketing Agency Of The Year

Sydney content marketing agency Storyation has been named a finalist for global Content Marketing Agency of the Year in the Content Marketing Association Awards in the US.  The only Australian agency on the short-list, Storyation was founded by two former Fairfax Media executives Lauren Quaintance (right in photo) and Mimi Cullen (left) and its clients include Tourism […]

Jaden Social Claims Integrated Marketing Tender For NSW Schools Spectacular
  • Marketing

Jaden Social Claims Integrated Marketing Tender For NSW Schools Spectacular

Jaden Social has been awarded the tender to handle integrated marketing for the NSW Schools Spectacular. The agreement will see Jaden Social manage marketing, media, digital and social across the 2018 to 2020 productions of Schools Spectacular, held at Qudos Bank Arena in November. Jaden Social underwent a competitive pitch to secure the account, in […]

APD Australia Appoints New Head Of Digital Product & Strategy
  • Marketing
  • Technology

APD Australia Appoints New Head Of Digital Product & Strategy

Digital transformation business APD has announced the appointment of Chris Butterworth as its Australian head of digital product and strategy. Based in Melbourne, Butterworth (pictured above) will be responsible for building on APD’s owned media team, growing its range of services and developing cross-channel products. Butterworth joins APD from Reprise Digital, where he was most […]

Apparent Appoints Joint Creative Directors From Within
  • Marketing

Apparent Appoints Joint Creative Directors From Within

Customer engagement agency Apparent has promoted Michelle Turchini and Simon Bloomfield to the newly created roles of joint creative directors, following strong business growth. Over the past 12 months, the independent Sydney agency has increased its staff to more than 60 people and moved into larger offices off the back of new and organic business […]

Targus Reinvigorates Brand Across The Trans-Tasman With First-Ever OOH Campaign
  • Advertising
  • Campaigns
  • Marketing

Targus Reinvigorates Brand Across The Trans-Tasman With First-Ever OOH Campaign

Targus Australia New Zealand has today unveiled its first-ever out-of-home media campaign to show off the brand’s fresh look and reinvigorated proposition. Showcasing how Targus connects people and technology, the campaign has been developed by the local arm of international independent brand design agency SomeOne, alongside a media strategy developed in collaboration with Sydney-based agency […]

Bedshed Reveals What Aussies Get Up To In Their Bedrooms In Fresh Campaign By Rare Perth
  • Advertising
  • Campaigns

Bedshed Reveals What Aussies Get Up To In Their Bedrooms In Fresh Campaign By Rare Perth

Last year, Bedshed commissioned a nationwide survey asking people right across the country what they get up to in the privacy of their bedrooms. It then gathered all the personal revelations together into a report, and now they’re sharing those details with everyone in Australia. The Bedroom Report reveals everything from our favourite sleeping positions […]

MediaMath Secures $US225 Million In New Funding
  • Advertising
  • Technology

MediaMath Secures $US225 Million In New Funding

Programmatic advertising player MediaMath has announced an integrated set of initiatives designed to advance the next generation architecture for digital marketing. The company is unveiling a range of investments in technology, people and relationships, as well as US$225 million in new financing, to accelerate its mission to connect marketers with consumers in a manner that […]

Christie Spaces Chooses The Wired Agency To Lead Digital Marketing
  • Marketing

Christie Spaces Chooses The Wired Agency To Lead Digital Marketing

Co-working space company Christie Spaces has announced the appointment of The Wired Agency as its new digital marketing agency in Australia. Tasked with maximising campaign performance through their trademarked hyper-segmentation and hyper-optimisation techniques, The Wired Agency will be leading search advertising, display advertising, and SEO for Christie Spaces. The company exists to provide a space […]

Realestate.com.au & Mazda Unveil Property Construction Video Series
  • Marketing
  • Media

Realestate.com.au & Mazda Unveil Property Construction Video Series

Property website realestate.com.au has launched a video series showcasing the trials and tribulations of an epic demolition and transformation by interior stylist and well-known Instagrammer Catherine Hegarty. The Heraghty family bulldozed their quaint weatherboard in Sydney to make way for a duplex, which will be the focus of the 2 in Twelve series, which you […]

Jimmy Brings & Spotify Curate Limited Edition Wine & Music Pairings Via Eleven
  • Campaigns
  • Marketing

Jimmy Brings & Spotify Curate Limited Edition Wine & Music Pairings Via Eleven

Eleven has worked with alcohol delivery service Jimmy Brings and Spotify to launch three limited edition wines that marry perfectly with music. The Songmelier Edition range features an Australian sparkling, sauvignon blanc and reserve shiraz, each paired with a Spotify playlist accessible via a code on the label. Wine lovers can simply scan the code […]

IPG’s 303 MullenLowe Appoints WA Creative Duo
  • Advertising

IPG’s 303 MullenLowe Appoints WA Creative Duo

Interpublic Group’s 303 MullenLowe has announced the appointment of Western Australian creatives Melita Masters and Bianca Galan-Dwyer to its team. Masters (pictured above, left) and Galan-Dwyer (pictured above, right) joined forces in 2016 at The Brand Agency, quickly establishing themselves as a first-rate creative duo with their multi-award-winning campaign ‘Let’s Thursday Like We Friday’ for the […]

Top Marketers Join Forces To Explore Best Practice
  • Marketing

Top Marketers Join Forces To Explore Best Practice

Some of Sydney’s top senior marketers have banded together to form a council that aims to develop best practice around launch marketing. The Launch Marketing Council (LMC) is an initiative by global independent launch agency Five by Five and will meet twice a year to share experiences around various launch marketing topics. The panel is […]

My Top Takeaways From Programmatic Week
  • Advertising
  • Marketing
  • Opinion

My Top Takeaways From Programmatic Week

In this guest post, Amnet MD Indy Khabra (pictured above) shares his top takeouts from Programmatic Week – a week dedicated to educating Dentsu Aegis Network staff on the very latest innovation and changes to the industry. The speed of technological disruption is accelerating. Keeping on top of the latest developments is challenging – even […]

Opinion

by B&T Magazine

B&T Magazine
?????????????????????????
  • Advertising

Study: Programmatic Advertising Expenditure On Aussie Travel Audiences Soars

Expenditure on programmatic advertising campaigns targeting Australian travel audiences grew by a massive 140 per cent year on year in 2017, according to new analysis by Eyeota. Eyeota’s new Eye On: Travel report details consumer insights and trends for travel, as well as overall audience data expenditure growth. The report shows that advertisers have evolved […]