The first day of the Dubai Lynx International Festival of Creativity very rightly signaled advertising’s evolution into a discipline that is meant not only for selling products and services, but also for making a difference in the society, and eventually be a force for good, a point that is very easy to be neglected in a fast paced world.
Whether it is campaigns that bring about meaningful change or technology that delivers compelling experiences or innovative devices which make our life simpler, advertising is utilizing new knowledge and thinking from a wide range of academic disciplines. Some of these include behavioural economics, neuroscience, DIY (do it yourself) manufacturing and so on, indicating that the advertising has already broadened the pool of channels it dips into to deliver unique solutions for real problems.
It’s time that clients start embracing this evolution more seriously, and invest in campaigns which have a greater purpose. Afterall, the consumers of today and tomorrow are more likely to embrace brands that deliver meaning and value to their lives.
After a good start, I am all looking forward to Day 2 and Day 3, where I believe these themes will be echoed.