From the pulpit
Patrick Collister, Editor.
Issue 45 | December 2017
One of the most noticeable features of the last twenty years is actually how little has changed.
It was predicted that the digital revolution would bring television to its knees, bring an end to print and kill off mail completely.
But none of it happened.
Instead, digital brands like ASOS, Net-a-Porter and Airbnb now all publish magazines for their customers. And sophisticated marketers still see a role for mail.
In this issue, we supply evidence from Heinz, Air France and Visa.
Meanwhile, TV continues to do just fine, no small thanks to Byron Sharp, Professor of Marketing Science and author of "How Brands Grow".
Of course, there has been disruption as new platforms have emerged to make themselves useful to marketers.
Also in this issue, how one brand is using Airbnb to engage with new customers. (Pages 30-31)
Another is using Whatsapp to reach 10 million South Africans. (Pages 76-77)
Carlsberg is using long-form video on YouTube. (Pages 58-59)
So too is Heineken. (Pages 40-41)
A Belgian charity has created a campaign in Google StreetView. (Pages 34-35)
And without Twitter, Audi would not have had such a successful campaign supporting their sponsorship of Alpine Skiing. (Pages 48-49)
Meanwhile, the creeks (creative geeks) are having fun with many of the letters of the alphabet. AI, AR and VR.
And we bring you examples of all of them. Plus some GIFs for PG Tips. (Pages 88-89)
No doubt, AI is beginning to influence every aspect of communications today.
Including awards shows.
The Belgian Association of Marketing Awards this year were judged by a robot called Pearl. (Pages 90-91)
And we showcase the Grand Prix she chose. (Pages 34-35)
The US Postal Service has been developing a new kind of mailbox that listens and talks. And sends letters and packages on their way with a voice-stamp.
Tommy Hilfiger are doing amazing things with Augmented Reality. (Pages 38-39)
And the Australian Defence Force has created a VR experience that gets potential recruits trying to deal with the devastation caused by a hurricane. (Pages 44-45)
The fact is, as the media landscape fragments, every fragment is an opportunity.
But I like to think every campaign we showcase in this issue has been tethered by a creative idea to a marketing strategy, which, in its turn has emerged from a business plan.
In advertising, as in any other industry, creativity is the ability to have ideas that solve problems.
And innovation is the ability to turn those ideas into products or services that people will pay money for.
That's what excites us about our industry. And what has informed this issue of Directory.
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