Both business and civil society are at last beginning to wake up to the truth that today they are all now in the media business.
And as the convergence of paid, earned and shared media accelerates to the point where media itself is really no more and no less than the space where people and ideas connect so the value in the advertising business’s value chain is inevitably shifting fast.
True value, and true added value, can increasingly really only be found in original, relevant and impactful creative ideas.
Paradoxically to the traditional network advertising or media agency business this is a disturbing, and even a threatening, development. But it’s very good news indeed for creative people. And for those working with low or no fixed overheads.
And, of course, for their clients.