We asked our 2020 ANDYs jury their thoughts on what the advertising industry will bring us this year and Tiffany Rolfe, Chief Creative Officer of R/GA New York shared:
What creative trends do you think you’ll see in 2020?
I think we will see more brands marketing in real time. Whether that be responses to cultural events or creating content and experiences that are timely– so that they enter a conversation that’s happening now and find ways to amplify above and beyond media investments. Brands will need to get clear with their authentic role in culture and in what they stand for as a brand so that they can easily enter conversations as they happen and know how to respond.
What new forms of technology do you think will play a role in creative campaigns this year?
AR will continue to be big… and we’ll see AI and Machine Learning used in more creative ways. I think we’ll also see how brands are using technology and what values they have when it comes to technology related things like privacy and personalization. We will also continue to see experimentation on new platforms like TikTok, but I think it will be more about the right platforms, not just whatever new ones appear.
Is the industry moving forward with integrity and authenticity when they show up in places of social good, or is it woke-washing?
Social good is always good, but yes, it’s more important that brands find an authentic role and show up in a meaningful way. It can’t be just a one off. Brands must demonstrate a real commitment to their causes and show that they live by it with their company actions.
How effective is the advertising industry as a narrator and reflector of culture in this moment of time?
It’s an interesting time in society and yes, I think we are seeing a lot of disruption and change in our industry as well. Much of what we are seeing in the world is reflected in how we are rethinking our agency cultures and the kind of work we’ve been making for brands. We are also finally realizing how we have been part of the problem but can also be part of the solution.