Leo Burnett London have created this video presented by Futures Editor Ben Hourahine and he seems to think he has the answers to the future of advertising.
Some of what he says makes sense. Some just reinforces the notion advertising will accost anything it can get its hand on.
One thing is clear. Marketers and advertisers will never again have the power they once had.
Fragmentation will continue to the point of individualised advertising. Advertising, itself, won’t really be advertising at all. It will be an information repository people can refer to when they are interested in a particular brand or product.