The industry in which Public Creative works is driven by innovation. Our clients need us to constantly innovate and push the boundaries of what’s possible with online communications in order to get cut through in an increasingly noisy and fragmented media landscape. A client like innocent kids is no longer competing against Tropicana or own brand smoothies; they are competing against Cartoon Network and Disney for the attention of their audience. Where once they used media owners to reach their audience increasingly they are competing with them for that same audience.
It’s what makes digital advertising and design so exciting and inspiring. The pace at which social media is changing the way that our clients customers are living their lives presents us with both constant challenges and constant opportunities. Twitter, Facebook and Youtube all offer constantly evolving ways for people to share experiences whether brand related or not and the advent of location based services like Foursquare presents real opportunities for brands to connect with their audience in a meaningful way. So when I read about speculation that we are heading for a second dot com bubble burst despite the fact that these services are clearly working and useful it’s worrying.