Mike Donahue, EVP, 4As
1) Back To The Future: The Full Service agency will be reborn as the Full Communications agency.
Today’s millennials will be 30 somethings who are natively digital and mentored in business and relationship management..the full service currency of the 2020’s.
More importantly, advertisers will have the same qualifications and will insist agency counterparts match them…just as it was in the 1950’s, the last great inflection point in marketing..
2) Women will be at least 50% of the communications community workforce…from executive suite to interns.
The “integrated” agency mentioned above will be technology enabled remote work friendly which will allow “stay at home” women with children to be fully enabled contributors
Plus, the next five years will see more women in technology..and creative technology will subsume analog technology.
Plus any “men’s club”silos still extant will go the way of current smart phone/tablet technology.. which does not have scalable picture and voice command features.
Those features will be universal in the 2020’s.
3) Digital storytelling will be the province of professionals, not amateurs..
ALL the professionals will be digitally savvy and at least passingly familiar with all forms of creative technology.
Amateur storytelling will still be important but the bulk of monetizable storytelling will be done by professionals.
4) The next generation of search engines will be based on passionate affinities..and will be more intuitive than Google.
Companies like Wolfram Alpha and Elicit will probably be bought by Google..because it will be impossible for two guys in a garage to mount a technology play to disrupt and unseat Google.
5) Facebook, Twitter and whoever becomes the Facebook/Twitter of Mobile will be primarily data, not advertising plays.
Because none of these companies will solve the problem of making ad units as interesting as the :30 TV spots, So, “show me the money” will be all about “it’s the data, stupid.”
These are my predictions and I’m stickin’ to them.
Do everything you can to accelerate the realities that my predictions warrant.
As Roy Spence, Co founder GSDM, says:
“When it comes to change, I rush in and kiss it on the lips.”
My predictions are all about change..inflection point change…and as Andy Grove, co founder of Intel said to his assembled troops at a critical point in Intel’s history: “Ladies, Gentlemen, if you don’t like change, you’ll like irrelevance even less.”