Thursday, December 03, 2009

Future focus


In just four weeks it will be 2010.

The internet has long since shifted from being the information superhighway to an easily accessible tool on our mobile phone.

Prime time is no longer just evening TV. It also includes daytime internet use on popular media properties.

The advertising landscape is almost unrecognisable from when I first decided to toss in my career as a Weights & Measures Inspector and try my luck as a Copywriter.

So why oh why am I still hearing or reading the following terms on an almost daily basis?

Above the line

Mainstream campaign

Digital agency

Is it because people who use the term above the line think what they do is more important?

Is it because people who use the term mainstream don’t realise that what they consider the mainstream is now just one channel among many?

Is it because agencies that don’t get digital think it is a specialisation or is it because agencies who only do digital think it is a specialisation?

Regardless of the answers the question remains – As we approach 2010 why are terms that should have faded from use in our industry still being used?

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