Advertising Week Europe

Advertising Week Europe 2017 Official Guide

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One Thing Hasn't Changed Over The Decades: Where Technology Goes, Advertising Is Never Far Behind Martin Luther King Jr. famously said that "we are made by history," and that is certainly true of advertising. From the founding of the IPA, through major wars, cultural revolutions and technological awakenings, the industry has always looked to the past to guide it towards the future. The tried and trusted techniques from decades ago have been built upon and are still in use today. The seismic changes of the last century have seen advertising evolve from print, to bill- boards, to cinema, to radio, to televi- sion, the internet, mobile and now into the realms of mixed reality, says the IPA's Bainsfair. "Publishers and content providers will always look at new ways of encouraging adver- tisers to take a bite out of the scene, because that's how they can get their product in front of audiences," notes Bainsfair. And the industry will continue to adapt. "Where technology goes, advertising is never far behind." ITV, the dominant player in British commercial televi- sion, attracted ever larger audiences, and advertising budgets for TV swelled accord- ingly. British Airways' "The Face" commer- cial—the first of a number of ads during the period to earn the accolade "the most expensive ever made"—paved the way for the block- buster adverts of the 1990s. With big data, programmatic trading and machine learn- ing, technology is enabling brands to reach their target markets with much greater ease. According to the Internet Advertis- ing Bureau UK, digital ad spend in Britain has increased from £825m in 2004 to £7.2 billion in 2014—an increase of almost 800%. The market share has grown from 4% to 40% in the same period. Radical change is moving the industry forward. But even with the rise of the internet and social media, advertising is still about telling the best story, and the techniques of the past continue to resonate. Though television is the most- watched medium, according to the IPA, digital has revolutionised how marketers reach consumers. The cultural revo- lution, pop music and freer artistic expression led to advertising libera- tion and creative experimentation including humour. Brooke Bond, the tea company, capitalised on these trends, using chimpanzees dressed as tea ladies, athletes and even James Bond in its campaigns on the small screen. Political and social upheaval, including strikes, power cuts and a three-day work week, punctuated the '70s and '80s. A vibrant counter- culture that sought to challenge the status quo pushed creativity in British advertising to new heights. Charles and Maurice Saatchi were the stars of the industry, famously creating a cam- paign poster for the Conservative Party that depicted a long dole queue captioned "Labour isn't working." It was credited with helping Margaret Thatcher win the 1979 General Elec- tion. Swinging 1960s 1970s 1980s 21st Century 2010s by Juliet Stott AWE 2017 231

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