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From Slotmachines to Timemachines



Saatchi & Saatchi Berlin Copywriter, Kathrin Schaller, reflects on time at LIA Creative Conversations

From Slotmachines to Timemachines

Las Vegas is the perfect place to gamble. But it is also the perfect place to look to the future of advertising. Faris Yakob gave us the right impression of what changes in advertising these days. Advertising can be more than a TVC or a print ad. Cases like BMW 'Activate the future' or the Cannes winner 'Curators of Sweden' show us already what the new thinking of advertising should be. 



Nick Law made it clear that the relationship between seller and buyer has changed. It is no longer advertising that interrupts people while watching TV. And people do not want to get junk-mail or pre-roll Ads on Youtube that keep them away from doing what they want to do.


The consumer is the one who starts to interact with the brand. The best example for this is still Nike+ FuelbandWith the app, people can organize their running schedule, see results and share their success with others; a great move from Nike that also made their product be seen as a professional running shoe again. And everybody is willing to give personal data to a brand when they gets something useful back.


Our biggest challenge is now to convince our clients to take some risks and invest money in campaigns that are no longer classical campaigns. But if we do so, creatives as well as clients will be the winners of this new age.


Kathrin Schaller is a Copywriter at Saatchi & Saatchi Berlin. 


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London International Awards - LIA, Fri, 11 Oct 2013 19:41:18 GMT