One fist has more power than five fingers
Artificial intelligence is just one of five major challenges facing the communications industry. Four other factors are at play, says Andrea Bison, managing director of Thjnk Zurich and the current Advertiser of the Year.
It is a very simple but powerful image. Each finger stands for a current industry topic: agencies and AI, brand and attitude, the industry and young talent, appreciation and remuneration and the synergy of creation and strategy. When it all comes together, it creates unexpected pressure.
1. agencies and AI: AI has come to stay
So now it's out: "Apple Intelligence" is Apple's answer to AI. However, the successful word creation does not hide the fact that certain circles had expected a reaction to this topic from Cupertino earlier.
But what is the communications industry's actual response to the rapid development of AI? Artificial intelligence undoubtedly has the potential to fundamentally change the day-to-day work of advertising agencies. In addition to making everyday tasks easier, right through to more extensive tasks, there is a great deal of added value, particularly in the area of production. If you understand and master the technology and use it correctly, AI can help to generate high-quality output that opens up new avenues or replaces conventional ones.
Despite this progress, however, there are still limits and hurdles that are currently restricting its use. In particular, there are still many legal issues that have not yet been conclusively clarified. This concerns not only copyright law, but also extends to the areas of data protection, usage regulations, liability and contract law. There are uncertainties along the entire value chain - from the operator to the user - and until there are no precedents in Europe, many decisions will be made on a case-by-case basis.
"AI, attitude, talent development, self-confidence and the synergy of strategy and creativity are key topics that help us to provide our customers with the best possible support."
The hype surrounding AI has raised expectations that in many cases were not realistic. This disappointment is unfortunate, as AI can actually increase our creativity and productivity. The reasons for the unfulfilled expectations are misunderstandings about the nature of the transformation. AI transformation is a marathon, not a sprint. Companies will not become 60 percent more productive overnight just because they give their employees access to Chat GPT. The AI transformation will keep companies busy for years - just like digitalization. It is the biggest upheaval in the field of knowledge work for decades. It requires strategic as well as technological and cultural adjustments.
To put it in the words of the band "Wir sind Helden": AI has come to stay.
2. brand and attitude: everything but a mere marketing strategy
One thing is certain: the communications industry finds itself in a time in which attitude and purpose are becoming increasingly important.
Initiatives such as Pride Month and the democracy initiative of the German association of leading communication agencies GWA in Germany to warn against populism in the mega election year show that brands and agencies are increasingly taking an active role in social issues. In our country, too, pitches are increasingly being judged not only on strategy and creativity but also on the way a brand speaks. This development is fundamentally positive, as it underlines the responsibility of the communications industry to contribute to positive social change. Advertising as pure product placement is no longer in keeping with the times.
In addition, a strong attitude can help brands to stand out from the competition and build a deeper connection with their target groups (topic of love brand vs. soul brand). A prerequisite for attitude is authenticity. Simply painting the brand logo in rainbow colors is not enough. Attitude must be lived. This means that companies and agencies must act consistently both internally and externally and reflect their values in all areas of their activities. The challenge is to convey this attitude credibly and sustainably without it being perceived as a mere marketing strategy.
3. industry and young talent: an inspiring work culture is essential
To counteract the problem of young talent, agencies must train the next generation themselves.
The question of a possible problem with young talent in the communications industry is complex. On the one hand, there are still many young talents who want to enter the industry. On the other hand, there is always a shortage of talent because we are in competition with many other industries and companies. The variety and number of opportunities has increased massively.
In order to counteract the problem of young talent, agencies must train the next generation themselves, promote talent and offer attractive working conditions. This includes not only fair remuneration and development opportunities, but also an inspiring work culture and an environment that promotes creativity and innovation. It also means demanding respectful and appreciative treatment in all customer relationships. This releases energy and leads to more creativity.
4. appreciation and reward: celebrate successes more strongly and make them more visible
Our campaigns influence public awareness, shape brand images and make a significant contribution to the commercial success of our clients.
The work we do within the communications industry is enormously valuable and important. Our campaigns influence public awareness, shape brand images and contribute significantly to the commercial success of our clients. As mentioned, we also have a certain amount of responsibility to contribute to positive social change. It is therefore crucial that we as an industry take more pride in our achievements and are aware of the importance of our work.
To counteract the trend of looking at our own work with too little pride and giving a pure service mentality the upper hand, we should celebrate successes more and make them more visible. Case studies and success stories can help to illustrate the impact of our work and boost self-confidence within the industry - as well as within our own agency. Internally, managers should encourage their teams and recognize their achievements. Externally, greater communication of successes can help improve the industry's reputation. It's about changing the narrative and clearly emphasizing the value of our creative and strategic work.
5. synergy of strategy and creativity: pairing instead of silo culture
Strategy and creativity are mutually dependent and must go hand in hand in order to develop successful campaigns.
Strategy and creativity are mutually dependent and must go hand in hand in order to develop successful campaigns. Without a clear strategic direction, creative ideas can come to nothing and without creative excellence, a strategy remains ineffective. In our work, we must ensure that these two areas are closely interlinked and inspire and complement each other.
To prevent a silo culture from arising in the first place, we promote interdisciplinary collaboration and started forming pairs in our agency at an early stage. These pairs from different disciplines - strategy, creation, consulting - work together on projects from the outset. This makes it possible to bring in different perspectives and develop integrative solutions.
Unimagined power
To summarize, the communications industry is in a constant state of flux and we as an agency are constantly working to adapt and evolve. AI, attitude, talent development, self-confidence and the synergy of strategy and creativity are key topics that help us to remain successful, provide our clients with the best possible support and keep our finger on the pulse.
This article first appeared in the m&k print edition 6-7/2024.
