McDonald's has just proved conflict is going extinct...
There's a clear danger that the UK will be left behind in the global competition for new industries, Y&R's global president warns.
Programmes can already turn data into news stories for sport and finance. Professor Philip M Parker is one of the most prolific authors on Amazon, thanks to the 200,000 computer-generated books he has "created". A programme could easily turn product information into a message and image from a data bank of options, create a banner, place it, test responses, refine it, use webcam face- and eye-tracking to gauge emotional response, refine again and rapidly not only create but optimise an effective ad - with no human creativity needed at all. If Google can create a driverless car, it can surely manage this. If a magic spark is lacking, will many clients care if it is proven to be effective and dirt-cheap?
Only agencies that present the big picture can guide their clients through an age that may be defined by fads and failures, David Patton says.