Legendary ad man Lee Clow hit the nail on the head when he spoke of the Internet and related technologies offering brands a multidimensional opportunity to enter a "brave new world of conversation, not monologue," with their market.
In a presentation to Adweek’s Creative Conference, Clow, the chief creative officer of TBWA Worldwide, said that an increasingly complex and creatively challenging media environment means that agencies' ‘product’ would no longer be defined as advertising, but as ‘media arts’.
“Everything we do now is media. It's how people come to a decision about a brand," Adweek reported him as saying.
In a presentation titled “The Next Revolution”, Clow said the change in the industry represents the first revolution since the 1960s and would see artists working in various media rise to prominence as never before.
"Brands are being given a whole new relevance by ultimately being understood from any touch point," Adweek quoted Clow as saying. "We have to harness everything available."
Clow said he expected that in the future his agency would be producing everything from "films for Sundance" to "TV shows for the networks".