The Fight Against Digital Darwinism

Advertising Week Europe drew to a glorious conclusion today with a delectable programme of insight and debate, driving the future of the industry. 

 

Highlights of the day included:

 

EVENING STANDARD EDITOR SARAH SANDS AND EDITOR OF THE SUN’S BIZARRE GORDON SMART ON PRESS REGULATION

 

A wide ranging discussion between Evening Standard editor Sarah Sands, The Sun’s Bizarre editor Gordon Smart and legendary television producer John Lloyd touched on the integration of advertising and editorial, the ongoing importance of print media, and particularly of the impact of Leveson.

 

Sarah Sands said: “It is difficult to be a journalist without a romantic attachment to an unlicensed press.”

 

Gordon Smart described newspapers as “going through a Harold Shipman moment… because of terrible, disgusting things that happened at News of the World. We were all horrified by that.”   

 

POWER TO THE PEOPLE! AD LAND LEARNING TO COPE WITH CONSUMER POWER

 

Talks at today’s Advertising Week Europe spoke of brand assassins (frightening everyone from Number 10 to boutique firms), digital Darwinism, and the fight to stay ahead of the curve in an ecosystem where a single tweet can destroy the reputation of an entire company. Key statistics came from Karl-Heinz Land, who pointed out that 75% of internet content generated is created by individuals, and referred to strategist Brian Solis who anticipates that 70% of all Fortune 1000 companies will be replaced as a result of digital disruption.

 

INTERNET’S NOT KILLED THE TV STAR

 

Although television advertising revenues have plummeted 55% since the turn of the last millennium according to Nick Bampton, Director of Commercial Sales at Channel 5, television will still remain relevant as marketeers recalibrate to adjust with cross-platform viewing.

 

The first advert to be broadcast in the US was in 1942, followed 13 years later by the UK in 1955.