ADFEST: Re-invention is key if agencies are to survive

For four days from 26-29 March 2008, ADFEST will organize a unique, unparalleled and comprehensive advertising festival aimed at celebrating the creative excellence in the Asia-Pacific region as well as providing ADFEST delegates with invaluable opportunities to learn from renowned creative leaders.

ADFEST believes that “Re-invention is key if agencies are to survive”. According to IPA report published in January 2007, Tomorrow’s consumers will be increasingly hard to reach in the next ten years so agencies will need to re-invent themselves. In the future, agencies must recognize that advertiser,agency and consumer relationships will be challenged with new models of engagement. By 2016, the hypothesis is that media owners will be integrating brands directly into content and editorial, and savvy consumers will be taking control of content and the flow of interactions. Therefore, if agencies don’t take these opportunities there will be tremendous implications in terms of their relationships with clients, their remuneration packages and ultimately their very existence.

This year’s icon depicts the mind of an agency person as he thinks up of ways to ‘REiNVENT’ itself. The arrows that radiate out from the head represent the ideas generated as agencies seek to find that change. The icon has 3D ‘look and feel’ to it.

The red arrow bears similarity to devil’s tail which strengthens the theme of “Re-invent” as agencies looks to evolve to being more ‘different’ in order for it to survive, instead of taking the straight and narrow route.

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