The process of advertising in Asia-Pacific has changed dramatically
over the past 18 months and there are those in the industry who wish for
the "good old days" when television and print was what it was all
about.
It goes without saying that the changes sweeping the landscape have
mainly been the result of the Internet invading our lives and luring us
to establish parallel lives in a cyber universe.
Marketers have been quick to exploit the frontiers of this new world -
signages, pointers, TVCs and many other advertising devices litter the
world of virtual reality on a massive scale.
Agencies are suddenly agonising over how to cut through the clutter and
new phrases such as "mobiltorial" and "packet loss minimisation" are
springing up faster than you can say "stop".
In the real world, it's not much different; streets, newspapers and
magazine, television and radio channels are full of ads - far more than
ever before and, in the case of outdoor, in places you never thought
possible. In Hong Kong, for instance, ads are even stuck on MTR train
seats.
The changes have meant that mindsets have changed as well.
The latest Morgan & Banks employment survey in Hong Kong underlined this
with its finding showing that innovation and creativity were key
attributes that today's employers are looking for in an employee (see
also page 44).
Translation: being highly-qualified probably won't cut it anymore; it's
all about how you can help the company grow in real terms and within a
specified time period.
The MEDIA-CNBC Asian Advertising Industry Industry Poll (see also page
34) added to that with the finding that clients are placing an
increasing emphasis on Internet marketing.
This is despite news that dotcoms both in the region and in the West are
laying off people amid a gradual deflating of the Internet bubble.
So for those who are wishing for the "good old days", they will be in
for a long wait because they will be up against a new breed of
advertising professionals - innovative and creative people who will
create yet new ways to market such as three-dimensional 360 degree
integration; but whatever new comes along, it is a sign of this world
becoming more crowded and complex.
