As we enter the new millennium, I doubt there has ever been a more
exciting time for the advertising industry, nor for some, a more
frightening one.
Many of those involved both directly and indirectly with our industry
are asking some very fundamental questions about the future.
In this brave new digital, interactive and media-led world, what is the
future for an agency that has built their business on creating 30-second
TV ads?
With media dis-integrated from the main agency, and much international
creative undertaken from another part of the world, what exactly do
agencies in Asia do these days?
Will the managers of agencies owned by the monolithic,
financially-driven communications groups based in London, New York or
Paris be allowed the necessary freedom to build a radically different
communications proposition?
One designed to benefit clients doing business in Asia?
Or, will they continue to have 50-year-old Western-designed business
models forced upon them and their clients in this hugely disparate and
differentiated part of the world?
As the world economies continue to be driven by consolidation,
rationalisation and improving shareholder value, the advertising
business will inevitably become embroiled in more mergers, acquisitions
and consolidation.
To borrow a quote, for many this could be likened to "being airlifted
off the Titanic onto the Hindenburg", as one monolith takes over another
to form the mothers, fathers and various relatives of all corporate
monoliths.
We will do well to remember that unlike banking, telecoms, computers,
IT, and the auto industries to name a few, advertising and
communications is built on one intangible, unpredictable, immensely
creative and hugely resourceful basis; that of people.
People always have been and always will be literally, the lifeblood of
the advertising and communications business.
The vast majority of all the inevitable corporate activity that will
happen across 2000 and beyond, will continue to be based on delivering
improved financial efficiencies and shareholder value rather than
delivering a better, more relevant service to clients.
And the most worrying aspect of all this is that it will be driven by
the biggest enemy of creativity and innovation - bean counters.
No doubt we will continue to see the rise and rise of the new type of
entrepreneur through the development of dot.com companies.
For sure, the conventional advertising industry will benefit enormously
from the massive funds these newly-floated companies have some of which
will be used for building their respective brands in double quick
time.
My biggest hope though with the dawn of the new century, is that we will
see the re-emergence of a new breed of energised communications
entrepreneur.
Individuals or groups have one goal at heart, that of focusing on what
is right for clients rather than being purely financially driven.
I hope we see a rash of new, innovative marketing communication
businesses grow, develop and thrive and by so doing, challenge the huge
global corporates.
For 2000, predict that CIA's billings will grow by a rather conservative
100 per cent.
