What's Next for Agencies in 2018?
Alexander Schill began his creative career in 1994 at Germany's former hot shot agency Springer & Jacoby. In 2008 he joined Serviceplan, and as Chief Creative Officer now oversees more than 30 offices in 13 countries. Not only has Schill brought Serviceplan to the front row in national and international creative rankings, he's also been awarded several D&AD Pencils, included two coveted White Pencils.
Here, he examines a changing creative industry – and finds it offers more opportunities than ever before to connect with consumers.
The industry is changing. No doubt about that. But unlike many voices out there, who claim the changes are negative or frightening, I think we are on the verge of a new dawn for the advertising industry, with the biggest opportunities since its inception.
Taking the screen age as an opportunity rather than a burden, today we, as an industry, have almost unlimited access to our audience. If today a single living room contains five to eight screens already, imagine how many screens and messages we face during a whole day. There is no minute, except sleeping time, which does not present a chance to talk or interact via screens or devices. No matter if we start early in the morning with the first thing most people do – looking at their mobile device even before they say “Good morning” to their beloved partner lying next to them, or end the day with checking all their social networks and information platforms before going to bed.
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