Wednesday, 5 October 2011

Imagining the future

What does the future of digital look like? It's a frequently asked question.

I spend a lot of time trying to explain to clients and colleagues who ask my opinion this that there is no such think as "the long term" in digital because there is no ceteris paribus, everything is changing all the time, faster than we can imagine. 

I think the better question is one of what needs (current or potential) do we think digital can be applied to to solve, or assist with, and what roles do our brands have to play within that scenario.  I like the fact that Pepsi are trying push their ability to grab first player advantage by investing in start-up ideas via their Pepsi10 programme. Not what you necessarily expect from a mainstream FMCG player. Others would do well to have such vision.

But back to predicting the future, that requires human insight, inspiration and imagination as well as technical capability, an idea expressed really neatly in this video from Visual Futurist Syd Mead . A must watch.

If that whets your appetite and you have some time to kill then this presentation on the digital heart is one of the best decks I've read in quite some time:

View more presentations from MediaFront

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