A digital startup with a super algorithm will advertise itself as the next social wave, and to do this it will advertise in out of home and open TV. A traditional communications company will advertise its digital arm. The digital agency will announce that it is now 360. A pop artist will be invited to be the creative director of a hypada brand and this client’s agency will do a great campaign to advertise this. Some of the largest legitimately Brazilian companies will continue to ignore legitimately Brazilian media companies when contracting media services for Brazil. Meanwhile, legitimately French companies are going to make giant inter-agency bids and in the end will hire the legitimately French agencies. Brazil will be the third creative force at Cannes. If you count all the Lions created by Brazilians for agencies around the world, Brazil will become the first force in creativity.
Another pair of Brazilian creatives will be hired on a golden scale by an agency in New York. Another to Paris. And one more for London. Creatives will be hired for the client marketing board. Another Brazilian CMO is going to fly internationally with large clients, showing that the true MBA is what makes it happen here under the conditions that the country imposes on us. That company will find a cause to call their own. Other companies will rediscover the products and the strength they can have for brands. That advertising holding is going to make yet another merger between its agency brands. And this merger will result in a new agency to be announced to the market with an endless string of historic names. A nightmare for receptionists. That other new network, a little more pro digital, will continue to acquire companies and also make mergers. With the movement, its shares will go up on the stock exchange, but this will not affect customers’ lives much. In fact, nothing at all. At some point in the year, they will announce that advertising is dead and now the machines will be creative. A company will announce a major innovation: creating an in-house creative team. That Brazilian pop brand, which is no longer relevant to be talked about, will find itself vying for price and announces that it will return to investing in the brand. That harbinger of futurism that never arrives will recycle the predictions of technologies from two years ago, will list them, republish them, let them know that he warned them, and that will change everything. To no one. The exhausted professional will prophesy the end of the profession, that nothing is worth it anymore and advertising has died. Afterwards, he will open an inn on the coast and do freelance jobs. That young influencer will advertise that he has more audience than a TV channel, but will hope to be invited to some reality TV channel.
Consumers will complain that they can no longer stand being chased by ads all the time in their digital journey. But he’s going to say that low so he won’t be judged and canceled as retrograde. They will rediscover the audio. They will rediscover craft. They will monetize. Some companies will sponsor fake news without knowing it, as few try to audit it. A certain brand will announce that they do all the footage on their cell phone. And that anyone can make a super production at home. Some customers will believe this. Funk will still be the most played song on platforms. And in the midst of it all, those companies and professionals who think long term and value their brands and work hard will watch all of this and think: well, this is a marathon, not a 100 meter run. Better to continue following the path of relevance and originality. Making it different and well thought out.
In 2022, the caravan will pass even with dogs on its heels barking all the time.
Flavio Waiteman is CCO-founder of Tech and Soul ([email protected])