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Advertising in the post internet era

Interesting comments and facts taken from Lurzer's Archive - Vol. 6 - 2009. Generally the publication hosts extremely cool examples of the latest creative advertising, both in print and motion.

In the latest volume, Amir Kassaei, Chief Creative Officer and Associate Partner of DDB Group in Germany is answering questions on the implications of the digital era in advertising, while discussing the future of successful branding and the social and moral outcomes of this digital, non-analog reality.


As the Internet meant the "shift of competence and power to the public", consumers became even more opinionated and "wise" as to what they chose to consume. A fundamental change of thinking and perception has taken place, especially in the minds of younger generations, that were born and currently growing up with the vast information of the Internet. The World Wide Web, according to the Kassaei, stops being just a tool that helps explore the world; it becomes The World (something that older generations that are just "nomads" of the Internet. Traditional advertising was all about screaming. Now that the Internet allows consumer interaction more than ever, it is the responses that are faster and louder than ever. "One has to think of more solutions and less advertising ideas". People are smarter than before and can interact and experience brands, products and services with the click of a mouse. Therefore, "Relevance beats awareness, and content beats media".

A relevant and entertaining example that he mentions is the creative screensaver/clock by Uniqlo, called "UNIQLOCK". Another example that is mentioned in the interview is that of British chocolatiers CADBURY'S.

Check out those videos, such an entertaining way to promote a brand. And what a refreshing concept: a brand that seems cool, not too serious.

"If the content is right, people will act as the channels and carry the thing from A to B..."

"Advertising as a new form of advertising or marketing that is not advertising". Consumers have had enough with advertising and any promotional activity has to happen in an entertaining and subtle way, that will seamlessly become a very welcomed break or part of the audiences everyday life.

By all means, brands like Apple, Swatch, Mini, prove that the product, (the content of the company ) are the best communication media. These innovative products that really solve practical and even aesthetic problems, are the ones that have the power to create strong consumer communities and fans that can really becope the top advertisers of the brand. Power to the people!

Another interesting comment is that the financial crisis will bring human values to the surface, and short-term success will loose its importance. Creative minds will focus in finding "an alternative concept which is a bit closer to real life."

Customization the exact phenomenon of giving power to the hands of the consumer. Television and broadcast media, due to the moving nature of their outcomes, are adjusting to the new digital media and Internet easier than print. How can print be saved in this new digital advertising situation?

Generally, advertising according to the interviewee has to stop being purely a communication tool, but a problem solver, a solution seeker. Just like the designer, whose role is continuesly changing nowadays.