We have web units and still talk about content, but remember: the butcher next door has long had one who programs his website, offers SEO and even puts grilling tips into an app. If we look at the USA, we see a ray of hope: RGA. A company that deserves our attention because it has developed, transformed and reinvented itself in an exemplary manner china rcs data over time. RGA is as far away from a poster campaign as Alpha Centauri is from the moon. Both exist side by side - but there are light years between them. RGA does not "advertise" a product, RGA makes the product.
The critical reader will now moan and say: OK, but the Nike Fuel Band was only possible because Nike is such a great customer. My customer wants to be on the cover of "20 Minuten". Or book Roman Camenzind. That may be so and that is not bad per se. It just doesn't release us or our customers from the responsibility to think seriously about the future and the behavior of those we are trying to reach with our work. People definitely don't want to be bothered with advertising anymore, but they will voluntarily and ultimately more effectively engage with brands if they create added value that goes beyond a discount offer.
Why are we more urgently needed than our customers? Because our customers will continue to sell salami without us for a little longer than we will continue to advertise if our added value is no longer recognizable. To be discussed, right? RGA has refrained from using the term "advertising agency" for the time being. It is called RGA connected by design. I think that this conveys a nice message that for some people the world is still in DIN format, while for others they approach technological progress on an equal footing.