How can we stay ahead of what’s around the corner?
I write this blog as I am fascinated by trends and innovations that are providing us with new platforms on which we can have more engaging conversations with consumers. As more and more opportunities are becoming available to us, who is keeping an eye out for the `next big thing’? There are many companies that monitor trends and work with some of the worlds most famous brands to establish how these trends can be harnessed into communications and some of the more forward thinking brands (Nokia for example) even have their own in-house trends and innovations departments. So how can the advertising industry start to exercise the same proactive approach that these companies have adopted?
Some agencies have already taken a step towards this by developing an in-house department, dedicated to sourcing trend data and filtering this down to the agency. So it is reasonable to believe that as consumers are becoming more switched on and are starting to dictate what is the new `cool’ by finding new platforms on which they can be found, agencies will need to adapt to this trend by themselves actively sourcing these platforms?
