It's almost the next year, so in the spirit of forward-thinking and prescience, allow me to share this eye-opening article from the New York Times: "Ad Agencies Fashion Their Own Horn, and Toot It."
Yes, the title is utterly atrocious, but the meat of the story is the future of the ad business. Media too. Hell, the future of experiential brands is here.
The focus of the story is a content property brand developed by Bartle Bogle Hegarty, an agency I have worked with before extensively. (They are cool as fuck, but let's not get carried away. The agency is still, you know, an agency.)
More importantly, their spirit of nonconformity really impresses.
So it's no surprise they are at the forefront of the agency renaissance that is hinged on an experiential appreciation that brands — and the way people appropriate them — are now the raison d'etre of advertising.