Creative collaborations and new communication mediums to dominate the future of advertising

The creative industry is undergoing dynamic changes. New communication mediums are on the rise and consumers are becoming much more demanding of the content they consume on a daily basis. Increasingly, the focus of advertising has become consumer engagement, as well as reach. As a result, the role of traditional advertising agencies is shifting and the Australian creative industry needs to work together more collaboratively to meet these challenges.

Says Nicole McInnes (left), director of marketing, Adshel: “In the past year, we have seen an increasing focus on integrated campaigns from both brands and agencies. Social and digital technologies are starting to really take off and as a result, advertising is no longer one-dimensional.”

The Adshel Creative Challenge, which will be held in Melbourne, is looking for creative ideas which integrate multi-dimensional elements to their campaign ideas.

Says McInnes: “People are on-the-go, time poor, heavily reliant on technology and interact with multiple touch points on any given day, so traditional methods of communication are fast losing effectiveness. Out-of-home platforms offer a perfect mix of the best of the old world while beautifully utilising the amplification of social media and the central role of the mobile that is so intrinsic to the new world.”

According to a recent Adshel Ethnography study, consumers are disengaged with traditional advertising. A third of respondents in the ‘Adultescent’ category indicated they record TV programs and skip ads, but find outdoor ads entertaining during their otherwise ‘boring’ commute. Similarly, one in three white collars workers over 35 years rarely watched TV or purchased newspapers, half noticed outdoor ads on their way to work.

Says McInnes: “The industry faces some interesting changes in an environment where TV commercials are no longer the pinnacle of advertising, and it is more difficult than ever to capture audience attention. Advertising agencies are focusing on broadening the skills of their creatives, due to strong competition from digital, media and integrated communications agencies, all of whom are vying for a more active role in the creative process.”

David Ponce de Leon, creative director at BD Network Australia and one of the judges for this year’s Adshel challenge believes “collaboration” is the key trend in the industry at the moment.

Says Ponce de Leon: “Agencies have traditionally been very protective of their creative ideas, but as we start to see big brands such as Coca-Cola demand more collaboration from stakeholders in the communication process, we’ll see more of the industry joining hands to deliver on big ideas.

“The success of the ‘Share a Coke’ campaign for example cannot be attributed to any one agency, but rather to all the teams involved in this multi-platform communications strategy. This collaborative approach will be what drives big campaigns in the future.”

Technology also plays a role in driving collaboration to engage consumers.

Says McInnes: “In the current technology-driven world we live in, consumers are in the driver’s seat and we all need to sit up and take notice. Great campaign ideas that will succeed in the future are going to be more consumer-centric. Instead of being considered as disruptive content, advertising has to become part of the entertainment.”

On November 14th*, the 2012 Adshel Creative Challenge, puts some of the industry’s best talents under pressure with just one hour to answer a brief for the not-for-profit organisation Step Back Think. The competition aims to promote the expression of outdoor creativity through the development of a concept that will drive home Step Back Think’s anti-violence message with a $100,000 Adshel campaign.

The most outstanding creative idea will be rewarded with return flights to the Big Apple to attend the New York Festival’s International Advertising Awards in 2013, including accommodation and $500 spending money. The winning team’s agency will also receive five licenses of the latest Adobe Creative Cloud.

Says McInnes: “We designed this year’s Adshel Creative Challenge to test the skills of creatives in utilising new technologies and mediums for outdoor. We’re looking forward to seeing the creatives in Melbourne deliver some great campaign ideas for Step Back Think.”

Registrations will be accepted until Tuesday 13th of November here.