The graphic design course blog for
HND Visual Communication at Edinburgh College

The Future of Advertising

24 September 2012

On Friday our students were lucky enough to have a visit from Murray Calder, Chair of the Institute of Practitioners in Advertising (IPA) and a Director at advertising giants, MediaCom.

Murray, who was recently named in the DRUM's Power 100, gave a great talk on the future of advertising. He looked at the rise of digital and its increasingly dominant market share of advertising revenues.

Some of the emerging ideas he looked at included digital device convergence, interactive video, and near-field communication, along with various the strategies now being used to target smaller groups of consumers who in turn use social media to extend the reach of the message.

Murray described a 'layer cake' approach, where the traditional forms of static advertising – print, TV, outdoor, door drops - can all be integrated via smartphones to create more immersive, interactive content. He also used a nice quote by Smithery's John Willshire that creatives 'need to be making things people need, rather than making people need things'. Inspiring stuff.

More Info: