Advertising Week Europe

Advertising Week Europe 2017 Official Guide

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Page 258 of 299

? 'The future is here.' 'Mobilising the future.' 'The future of our media industry.' 'The future of automa- tion.' All good. Every skill we've yet to learn, pound we've yet to earn, client we've not yet met or friend we've not yet made lives in the fu- ture. It's likely why your boss got you a pass—to learn something new that helps you do more, better, faster in the future. But Michael Crichton once wrote that "if you don't know history, then you don't know anything." He also wrote Jurassic Park, so is someone to be taken seriously. So here's the question. Is the advertising industry so fascinated by the future that we sometimes neglect, to our disadvantage, our history? In the 80s and 90s, the Advertising Association commissioned some of the biggest thinkers of the era to answer advertising's perennial questions—the fundamental ones, asked since the beginning and still asked today. In recent years, those answers have done little more than sit on a shelf in our offices. That needed to change, because the AA's role is to promote the role, rights and responsibilities of advertising—and to provide the evi- dence to drive debate and discussion. If anyone should be offering big answers to the big questions, it's us. That's why last year, with the help of 101 London's Laurence Green as executive editor, we digitised those old works and then asked today's top thinkers to re-write them for the 21st Century. The result was an impressive body of work from an impressive line-up of authors. Jeremy Bullmore on what is advertising. Bridget Angear on whether it grows markets. Paul Feldwick on how it works. Laurence Green on whether it increases consumer prices. Nick Kendall on how it affects choice. And Rachel Kennedy on whether it's a barrier to market entry. If you're reading this, chances are you've already marked-up your personal schedule for the week. A custom-built, must-not- miss, "My Advertising Week Europe." Or perhaps you'll stick to the app, you digital native you. Either way, it'll mean spending a lot of time listening to a lot of people talk about the future. The answers, of course, are rarely defini- tive. But understanding Advertising's Big Questions is vital if we're going to defend our sector in the face of political criticism, or push for a helping hand from Government to help our sector grow. The answers are informative and often challenge the received wisdom of opinion formers, influencers and the general pub- lic, whenever advertising's role and effects are being debated. And they're helpful in a commercial world constantly questioning the value of an investment in advertising, in the face of uncertainty and competing costs. All of which means they're helpful to you, the Advertising Week Europe delegate… super or otherwise. Because of what Michael Crichton said. And because, as Laurence Green notes, "advertising's most sure-foot- ed practitioners also have a keen sense of its fundamentals, and maybe even a little of its history." So whether you're reading this in a queue, picking at a Pret sandwich or just trying to avoid yet more small talk with whoever's next to you – take a minute to visit adassoc. We don't want your money. We won't even collect your data. We just want you to read them. And maybe tell a friend. They might not help you guess what's next for programmatic. But you might learn a thing or two about the fundamentals, and most important, get some answer to the re- ally Big Question. The one your boss will ask when you're back in the office next week. "So, Jane, four days out of the office... What the hell did you learn at Advertising Week anyway?" AWE 2017 257 Istheadvertising industryso fascinatedby thefuturethat wesometimes neglect,toour disadvantage, ourhistory?

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