At a time when we are studying the current trends in advertising and
marketing, trying to predict the future shape of the industry, it’s most
encouraging to read articles such as Stuart Bull’s (Campaign, 27
October).
Marketing academics have been presenting the case for integration since
the 70s. As undergraduates of the ad industry, it is essential that we
keep an open mind regarding our role in the future of advertising. My
vision of Bull’s butterfly is a Terminator 2-style, metamorphic creature
that can provide the solution to clients’ communication needs in any
form and through any mix of media.
The removal of traditional agency structures might begin to remove the
‘line’ that advertising and marketing sneaks below, rises above and
charges through, to form more innovative, effective and unrestricted
campaigns.
All this supports the need for consistency in developing and maintaining
a brand. Advertising will no longer be just a flashy suit. It will need
to include everything from the hairdo to the shoelaces.
Oh yes. I am available for a ten-week placement. Any offers? (I have a
comb and always tie my shoelaces.)
Robert Bryant, BA (Hons) Ad Management, Bournemouth University
